IT Spending Forecasts

IT spending forecasts project the money spent on technology infrastructure and support systems.

Refine your results

Role

Methodology

Industry

Topics

Market Imperatives

Region

Vendor

Analyst

90 results in Reports

  • Past 6 months
  • Digital Marketing
  • For B2C Marketing Professionals

    Report:Transition From Search To Discovery Marketing

    Road Map: The Search Marketing Playbook

    Users are discovering brands across many types of media, while marketers still focus their acquisition efforts on search. To stay in the discovery path of their multichannel customers, search...

    • Downloads: 507
  • For B2C Marketing Professionals

    Report:Ad Fraud: Tackle Digital Ads' Dirty Little Secret And Make Money In The Process

    Publishers That Deliver Transparent And Fraud-Free Ad Inventory Environments See Greater Advertisers' Investments

    Even the Interactive Advertising Bureau (IAB) admits there is a significant level of fraud in the digital advertising ecosystem. It exists in display, mobile, and video. Brand marketers, who control...

    • Downloads: 103
  • For B2C Marketing Professionals

    Report:The Future Of Email Hinges On Context

    Executive Overview: The Email Marketing Playbook

    The rules for how best to message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

    • Downloads: 862
  • For B2C Marketing Professionals

    Report:Use Social Data To Improve Your Social Marketing Maturity

    Continuous Improvement: The Social Marketing Playbook

    A brand's data capabilities, which include the ability to use customer insights (CI) to inform social and nonsocial marketing programs, are key to advancing social marketing maturity. But few...

    • Downloads: 213
  • For B2C Marketing Professionals

    Report:Build A Better Digital Media Strategy

    Strategic Plan: The Digital Media Buying Playbook

    Moving up the digital media buying maturity ladder requires a plan that improves digital media buying practices across all six key dimensions of maturity over the long term: culture, organization,...

    • Downloads: 909
  • For B2C Marketing Professionals

    Report:Brief: Embrace "Deal ID" Now To Support Direct Sales And Programmatic Growth

    Codifying The Variables That Comprise Programmatic Ad Deals Will Boost Programmatic Trading And Simplify Advertisers' Lives

    Marketing leaders and publishers are pursuing programmatic ad trading to achieve greater efficiencies and inform sales and campaign execution strategies with more-granular and more-precise customer...

    • Downloads: 74
  • For B2C Marketing Professionals

    Report:Advance Your Social Marketing Maturity

    Road Map: The Social Marketing Playbook

    In the US, marketing leaders plan to spend $17 billion on social marketing programs by the end of 2019. Although this investment reflects a shared optimism about social's potential to create the...

    • Downloads: 177
  • For B2C Marketing Professionals

    Report:How To Reach US Investors

    What Different Investor Segments Really Want

    This report, originally written for eBusiness and channel strategy professionals, includes content relevant to your role. Here's why: Forrester's investor segmentation and media consumption data can...

    • Downloads: 38
  • For CMO Professionals

    Report:The Fit Test For Strong Agency Relationships

    Optimizing The RFP Process For The Post-Digital Agency Landscape

    Chief marketing officers (CMOs) increasingly look to their agency for a strong strategic voice that can assist them in driving change with their brand. But the agency selection process is most-often...

    • Downloads: 153
  • For B2C Marketing Professionals

    Report:Evaluate Your Search Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 125
  • For B2C Marketing Professionals

    Report:Pinterest Is Not Ready For Prime Time

    Its Enormous Potential Demands Richer Ad Targeting

    Pinterest attracts more users than you think — and that audience loves to interact with and talk about brands as well as shop online. But only about half of top brands have created Pinterest...

    • Downloads: 136
  • For Customer Insights Professionals

    Report:Brief: Demystifying Real-Time Interaction Management

    Anchor Your Contextual Marketing Engine With This System Of Engagement

    Customer obsession requires marketers to rethink campaigns and instead deliver self-perpetuating cycles of insight-driven interactions. We believe that firms will assemble contextual marketing...

    • Downloads: 131
  • For B2C Marketing Professionals

    Report:Evaluate Your Social Marketing Capabilities

    Assessment: The Social Marketing Playbook

    Despite widespread investment in social media tactics, marketing leaders still struggle to deliver solid business outcomes with their social efforts. And "social exceptionalism" — doing social...

    • Downloads: 2421
  • For B2C Marketing Professionals

    Report:Search Marketing Metrics Are Too Much And Not Enough

    Performance Management: The Search Marketing Playbook

    Marketing leaders struggle to gain insights from the muck of search marketing metrics they track. In this report of the search marketing playbook, we organize metrics to help create order and...

    • Downloads: 464
  • For B2C Marketing Professionals

    Report:Crack The Content Marketing Code In Five Easy Steps

    Road Map: The Content Marketing Playbook

    Among marketing leaders, 86% admit that their content marketing is only somewhat effective — or less — at creating business value. At the same time, they concede that based on how...

    • Downloads: 198
  • For Application Development & Delivery Professionals

    Report:TechRadar™: Digital Customer Experience Technologies, Q1 2015

    Landscape: The Digital Experience Delivery Playbook

    Consumers are delighted by digital experiences that are effective, easy to use, and make the customer feel good. How are you going to keep up? Firms face an expanding ecosystem of technology...

    • Downloads: 325
  • For B2C Marketing Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Marketing teams are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

    • Downloads: 547
  • For B2C Marketing Professionals

    Report:2015: The Year Of The Big Digital Shift

    B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps

    A recovering economy is fueling increases in marketing budgets, while shifting consumer behaviors — particularly the embrace of digital and mobile tools — feed these increases into the...

    • Downloads: 200
  • For B2C Marketing Professionals

    Report:Build An Empowered Media Buying Team

    Organization: The Digital Media Buying Playbook

    Efficient and effective digital media buying requires a commitment to the right partnerships, staffing, and organizational structure. This organization report of the digital media buying playbook...

    • Downloads: 440
  • For B2C Marketing Professionals

    Report:European Online Display Goes Programmatic

    Demystifying Programmatic Ad Trading In Key European Markets

    Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:The State Of Search Marketing, 2014

    Landscape: The Search Marketing Playbook

    Consumers continue to discover through myriad ways; affluent ones search more and through more channels. Even so, marketing leaders are not prepared to help targets find their products and services....

    • Downloads: 222
  • For B2C Marketing Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketing leaders have successfully launched a mobile website, and many have an app or two. Even if your mobile traffic is growing exponentially and you've had success with several...

    • Downloads: 360
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    Social media spending in the US is expected to reach $27.4 billion by 2020, up from $12.3 billion in 2015, growing at a five-year compound annual growth rate (CAGR) of 17.4%. This represents an over...

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:Use Email To Spark Contextual Interactions

    Vision: The Email Marketing Playbook

    This report of the email marketing playbook introduces Forrester's most recent vision of email marketing for marketing leaders: use email to identify and act upon customer context in order to improve...

    • Downloads: 148
  • For Application Development & Delivery Professionals

    Report:Behavioral Analytics Can Optimize Matching Contact Center Agents With Consumers

    Predictive Analytics Can Help Enterprises Better Match Customers To Agents To Grow Revenue, Reduce Costs, And Improve Satisfaction

    Part of the promise of online dating services like eHarmony and Match.com is their ability to use software analytics of personality profiles to increase the successful outcome of connecting two...

    • Downloads: 132