IT Spending Forecasts

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

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Market Imperatives




101 results in Reports

  • Past 6 months
  • Digital Marketing
  • 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: 84
  • For Sales Enablement Professionals

    Report:Improve Sales Hiring With Better Use Of Technology And Analytics

    To keep pace with the growing expectations of executive decision-makers and other people involved in buying business products and services, sales enablement professionals must improve their capacity...

    • Downloads: 59
  • For Marketing Leadership Professionals

    Report:Build The Case For Content Marketing On Efficiency, Differentiation, And Granular Metrics

    Business Case: The Content Marketing Playbook

    Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist;...

    • Downloads: 264
  • For Marketing Leadership Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe), Q4 2014 Update

    ForecastView Spreadsheet Q4 2014 Update

    Social media spending in Western Europe is expected to reach €6.60 billion by 2019, up from €3.09 billion in 2014 — a five-year compound annual growth rate (CAGR) of 16.4%. This...

    • Downloads: 2
  • For Marketing Leadership Professionals

    Report:Brief: Stop Measuring Social Engagement

    Measure Facebook And Twitter Marketing Based On Business Outcomes Rather Than Audience Interactions

    Measuring social marketing is hard, and tracking engagement data doesn't make that task any easier. In fact, even Facebook itself now admits that engagement doesn't prove success. Marketing leaders...

    • Downloads: 295
  • For Marketing Leadership Professionals

    Report:The Future Of Digital Media Buying

    Vision: The Digital Media Buying Playbook

    Spurred by the adoption of digital technologies, media buying is changing dramatically. Using software to make data-driven buying decisions, marketing leaders are embracing programmatic buying to...

    • For Marketing Leadership Professionals

      Report:Intelligent Agents Are Changing The Nature Of Online Search

      ForecastView Document

      As online search is becoming more prevalent — and more local — a new class of applications known as intelligent agents (IAs) promise to make discovering and acting on information more...

      • Downloads: 8
    • For Marketing Leadership Professionals

      Report:Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

      Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences

      The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

      • Downloads: 421
    • For CMO Professionals

      Report:Brief: B2B CMOs Drive Content Marketing Results By Fostering Direct Involvement

      Benchmark Data Shows That Content Marketing Maturity Improves As Team Participation Increases

      Eager to put content marketing to work by attracting buyer attention and generating demand, business-to-business (B2B) CMOs often turn to agencies and freelancers to boost their content marketing...

      • Downloads: 174
    • For Marketing Leadership 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: 61
    • For Marketing Leadership 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: 494
    • For Marketing Leadership 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: 886
    • For Marketing Leadership Professionals

      Report:Context Enriches Email Marketing

      Continuous Improvement: The Email Marketing Playbook

      Shifting email marketing efforts to support customer context need not be a complete departure from marketing leaders' existing email best practices. In fact, just expanding your current use of...

      • Downloads: 83
    • For Marketing Leadership Professionals

      Report:Forrester Research Online Display Advertising Forecast, 2014 To 2019 (Western Europe), Q4 2014 Update

      ForecastView Spreadsheet Q4 2014 Update

      Part of ForecastView’s new-in-2014 biannual update cadence for many of our forecasts, this year-end update to our Western Europe online display advertising forecast folds in updated data...

      • Downloads: 5
    • For Marketing Leadership Professionals

      Report:The Search Marketing Operations Scorecard

      Processes: The Search Marketing Playbook

      Marketing leaders looking to evolve current search marketing efforts into customer-obsessed discovery marketing programs will find they can't do so without setting up a solid operational foundation...

      • Downloads: 840
    • For Marketing Leadership Professionals

      Report:The POST Process Drives Social Success

      Strategic Plan: The Social Marketing Playbook

      Ten years into the social marketing boom, many executives are still going about social strategy backward: picking technologies such as Facebook or Twitter first instead of focusing on what they want...

      • Downloads: 4463
    • For Marketing Leadership Professionals

      Report:Executive Q&A: How Online Communities Help You Achieve A Social Depth Objective

      Online communities have been undervalued by marketing leaders. According to a recent Forrester survey, communities are one of the least adopted tactics, yet they receive the second-highest...

      • Downloads: 119
    • For Marketing Leadership Professionals

      Report:Online Display Advertising Competes With Traditional Media Advertising In Europe

      ForecastView Document

      Online display advertising in Western Europe will grow at a compound annual growth rate of 10.3% from 2014 to 2019. The most important formats driving growth are video and rich media. Similarly, the...

      • Downloads: 14
    • For Marketing Leadership Professionals

      Report:Master The Next Wave Of Social

      Executive Overview: The Social Marketing Playbook

      For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

      • Downloads: 2105
    • For Application Development & Delivery Professionals

      Report:Market Overview: Digital Customer Experience Delivery Platforms

      A Range Of Software Vendors Tackle The Multichannel Experience Mandate

      Businesses need an array of software technology to support digital customer experiences, but they struggle to understand and leverage the tools necessary to create and manage unified, multichannel...

      • Downloads: 1261
    • For Marketing Leadership Professionals

      Report:WeChat Marketing That Works

      How To Engage With Chinese Consumers On WeChat

      As Chinese consumers spend more and more time on their smartphones and other mobile devices, the mobile messaging platform WeChat has become the most popular social platform in China. Marketing...

      • Downloads: 76
    • For Marketing Leadership Professionals

      Report:Digital Will Win The Day, But Which Channels Will Win Digital?

      ForecastView Document

      Forrester recently published updates to its US digital marketing forecasts, including search engine marketing, display advertising, social advertising, and email marketing. This report examines...

      • Downloads: 5
    • For Marketing Leadership 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...

      • For Customer Insights Professionals

        Report:Quick Take: Salesforce Begins A Journey Toward Contextual Marketing

        Announcements At Connections Digital Marketing Conference Reveal Seminal Steps Toward A Broader Vision's annual event for marketers, Connections, took place from September 23 through September 25, 2014. Announcements about new features of the ExactTarget Marketing Cloud ranged from...

        • Downloads: 159
      • For CMO Professionals

        Report:Five Urgent Truths About The Future Of Wearables That Every Leader Should Know

        Wearables Are Poised To Change The Marketing Landscape — Is Your Company Ready?

        Organizers of the influential LeWeb Paris 2014 conference asked Forrester to curate and present a theme on wearable computing. To that end, we conducted original research about the opportunities that...

        • Downloads: 314