IT Spending Forecasts

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

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72 results in Reports

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

    Report:Take Three Steps Toward Social Success

    Adopt The Social Technographics® Model To Develop The Right Social Strategies And Tactics In China

    B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's...

    • Downloads: 54
  • For B2C Marketing Professionals

    Report:Brief: Facebook (Still) Dominates Teens' Social Usage

    Kids May Not Think It's Cool, But They're Using It As Much As Ever Before

    Marketers seem to think teens are fleeing Facebook. The reality is that this couldn't be further from the truth. Sure, young people don't think Facebook is very cool — but that doesn't mean...

    • Downloads: 87
  • For B2C Marketing Professionals

    Report:The European Online Display And Social Media Advertising Forecast, 2015 To 2020

    Advertisers Increase Their Investments In Video And Mobile Ads As Media Consumption Evolves And Targeting Accuracy Improves

    European marketers' investments in online display and social media advertising will continue to grow at a double-digit rate between 2015 and 2020. Combined, they will grow at 18.7% annually over that...

    • Downloads: 86
  • For Customer Insights Professionals

    Report:Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook

    Enterprise marketing technologies promise to enable better customer experience, improve marketing performance, and boost efficiency. This report helps customer insights (CI) professionals make a...

    • Downloads: 823
  • For B2C Marketing Professionals

    Report:Forrester Research Search Engine Marketing Forecast, 2015 To 2020 (US), Q4 2015 Update

    ForecastView Spreadsheet

    As part of ForecastView’s biannual update cycle, this updated forecast includes market predictions and shifts in paid search volume and spending patterns caused by consumers’ preferred...

    • Downloads: 2
  • For B2C Marketing Professionals

    Report:The State Of Online Video Advertising In North America, 2015

    How To Craft High-Performance Video Ad Plans

    This report follows assessments Forrester made in 2009, 2011, and 2013 on the state of the online video advertising market in the US and Canada. This advertising space has grown dramatically in the...

    • Downloads: 175
  • For Customer Insights Professionals

    Report:Drive Intelligent Customer Interactions With Spatial Analytics

    The opportunity for spatial analysis of your customers' location has shifted up a gear from the niche and static use cases of the past. Firms now have access to unprecedented levels of customer...

    • Downloads: 83
  • For B2B Marketing Professionals

    Report:Brief: How B2B Marketers Optimize LinkedIn

    With over 380 million users and growing at two new members per second, LinkedIn continues to rapidly evolve into a desired marketing platform for B2B businesses. And, increasingly, B2B marketers are...

    • Downloads: 217
  • For Security & Risk Professionals

    Report:Brief: Protect Employees And Customers From Malvertising

    Malvertising is one of the security threats creating the latest buzz. Using the mechanics of the advertising ecosystem to their advantage, attackers are serving malware to users through web...

    • Downloads: 53
  • For B2C Marketing Professionals

    Report:Branded Video Marketing Success Starts With Customer-Centric Distribution

    Map Distribution To The Customer Life Cycle To Recapture Fragmented Audience Across Channels And Platforms

    Video content is the medium of the day. Marketers, publishers, social networks, TV broadcasters, consumers — everybody is busy producing it and building audiences for it. But increasing...

    • Downloads: 120
  • For B2C Marketing Professionals

    Report:The Email Marketing Review

    Assessment: The Email Marketing Playbook

    This report for marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic review...

    • Downloads: 441
  • For eBusiness & Channel Strategy Professionals

    Report:Digital Ads Struggle To Target Older Consumers In Western Europe

    ForecastView Document

    In 2020, 47% of Western European advertising spend will come from digital advertising, up from 27% in 2014. Digital advertising spend will grow three times faster than overall advertising spend over...

    • Downloads: 3
  • For B2C Marketing Professionals

    Report:Bridging The Cross-Device Chasm

    How Marketers Can Bridge The Cross-Device Gap To Better Win, Serve, And Retain Customers

    Today's B2C marketers' challenge is to reach always-addressable customers across multiple screens effectively. While a multitude of tools present cross-device targeting and measurement as table...

    • Downloads: 131
  • For B2C Marketing Professionals

    Report:Your Customers Demand Valuable Content

    Landscape: The Content Marketing Playbook

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment across...

    • Downloads: 832
  • For CMO Professionals

    Report:Predictions 2016: The Entitled Customer Emerges In Asia Pacific

    Marketers And eBusiness Pros Will Join Forces Through Six Big Shifts

    Digital experiences are the new normal for customers across Asia Pacific (AP), empowered by widespread — and in some cases now universal — access to mobile technology. They're no longer...

    • Downloads: 122
  • For Customer Experience Professionals

    Report:Avoid Dissonance Between Your Brand Promise And CX Delivery

    Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver...

    • Downloads: 151
  • For B2C Marketing Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketers have spent time and money launching branded apps, mobilizing their websites and campaigns. However, mobile is continuing to evolve extremely rapidly and is now transforming the...

    • Downloads: 522
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display Advertising Forecast, 2015 To 2020 (Western Europe)

    ForecastView Spreadsheet

    In 2020, 14.6% of Western European advertising spend will come from online display advertising, up from 10.1% in 2015. Online display advertising spend will grow to €17.8 billion in 2020, up...

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:Benchmarking Social Marketing Efforts In China In 2015

    WeChat Earns The Top Spot In Both Adoption And Marketer Satisfaction As LinkedIn Enters The Chinese Market

    B2C marketers in China continue to invest in social marketing even though most don't know how their company's efforts stack up against the competition. Two years ago, we published a report...

    • Downloads: 36
  • For B2C Marketing Professionals

    Report:Vendor Landscape: Word-Of-Mouth Platforms

    Marketers love to chase word of mouth — but not enough have learned how to harness its potential. The good news: word-of-mouth platforms (WOMPs) stand ready to help marketers identify the right...

    • Downloads: 100
  • For B2C Marketing Professionals

    Report:Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

    • Downloads: 172
  • For Customer Insights Professionals

    Report:Putting Real-Time Interaction Management Into Context

    Benchmarks: The Enterprise Marketing Technology Playbook

    Firms that deliver contextually relevant customer experiences create unique competitive advantage. Customer insights (CI) professionals must therefore leverage their enterprise marketing technology...

    • Downloads: 119
  • For B2C Marketing Professionals

    Report:The State Of Online Video Advertising In Europe, 2015

    How To Craft High-Performance Video Ad Plans In Europe

    Online video advertising has grown exponentially since 2009, when Forrester first assessed the state of online video advertising in Europe. Consumers' video consumption has grown rapidly, publishers'...

    • Downloads: 91
  • For B2C Marketing Professionals

    Report:Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific

    Branded Content Can Provide Brand Lift, But Firms Must Be Transparent About Their Intentions

    Native advertising, or sponsored content, is a form of online media promotion that inserts brand-created messages into the editorial product. It's new to most of the Asiat Pacific region, but it...

    • Downloads: 73
  • For B2C Marketing Professionals

    Report:Build Customer Relationships With Social Customer Care

    Customer Conversations Are The Gateway To Social Relationships

    How can B2C marketers provide value for customers within social media and cultivate a relationship with them? This report explains how social customer care can help customers in their time of need...

    • Downloads: 111