IT Spending Forecasts

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

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Market Imperatives




72 results in Reports

  • Past 6 months
  • Digital Marketing
  • 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: 2587
  • For Customer Insights Professionals

    Report:Brief: Engage Chinese Consumers With Interactive Digital Content

    Use Digital Intelligence Tools To Optimize Customer Engagement

    Rising mobile device penetration, social adoption, and online buying are changing how consumers engage with companies in China. Customer insights (CI) pros' outdated tech practices don't drive...

    • Downloads: 33
  • For eBusiness & Channel Strategy Professionals

    Report:Ten Must-Have Features For Secure Client Sites Of Investment Firms

    Best Practices From The Authenticated Websites Of Leading US Wealth And Asset Management Firms

    Getting the secure client site right is crucial to the success of investment firms today: Web access on a personal computer is overwhelmingly the touchpoint of choice for US investors who want to see...

    • Downloads: 645
  • 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: 397
  • For B2C Marketing Professionals

    Report:Choose The Right ESP For Your Needs

    Tools And Technology: The Email Marketing Playbook

    This report helps marketing leaders select tools and technologies to enhance their email marketing programs. Most email marketers outsource the delivery of their email marketing programs because it...

    • Downloads: 525
  • For B2C Marketing Professionals

    Report:Brief: Search Marketing Innovations To Watch

    Tools And Technology: The Search Marketing Playbook

    In order to be discoverable, companies must be present based on where their users look for them and what they are looking for when they search. This report will highlight when and how B2C marketing...

    • Downloads: 167
  • For B2C Marketing Professionals

    Report:Predictions 2016: Personal At Last For B2C Marketers

    How Innovative B2C Marketers Will Crack The Contextual Code To Reach And Engage Individuals

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

    • Downloads: 74
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: Facebook's Free Beacons Will Help Buyers, Retailers, And Marketers

    Facebook Will Soon Know More About Your Customers Than You Do

    On June 8, 2015, Facebook announced the launch of Place Tips, a new feature that helps people learn about and connect with the places they visit, including businesses. Powering Place Tips are...

    • Downloads: 155
  • For B2B Marketing Professionals

    Report:From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing

    A wealth of insights lies untapped in customer databases, on the Internet, and from smart devices, social activity, as well as a myriad of other unconventional sources. This information about how and...

    • Downloads: 420
  • 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: 142
  • For B2B Marketing Professionals

    Report:Turn Your Channel Into A Marketing Machine

    Through-Channel Marketing Amplifies Your Marketing Voice

    Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels — or, more limitedly, sales channels — for many years. But B2B...

    • Downloads: 212
  • For B2C Marketing Professionals

    Report:Brief: Use Social Marketing To Advance Customers On Their Financial Services Journey

    Social Is More Than Just A Discovery Tool

    B2C marketing professionals in the financial services industry in Asia Pacific (AP) are active on social networks like Facebook and Twitter. But many are novices in using social marketing to win,...

    • Downloads: 118
  • For B2C Marketing Professionals

    Report:The Social Programs Every B2C Marketer Should Study

    Best Practices: The Social Marketing Playbook

    The Forrester Groundswell Awards inspire marketers worldwide with examples of the best of social marketing. During our Marketing Leaders Forum in New York City this April, we announced winning...

    • Downloads: 135
  • For B2C Marketing Professionals

    Report:Forrester Research Mobile Advertising Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    Advertisers are increasingly shifting their budgets from PCs to mobile devices across all three components of mobile advertising: display, search, and social. Mobile advertising spending will witness...

    • Downloads: 6
  • For B2C Marketing Professionals

    Report:The Right Way To Measure Social Marketing

    Performance Management: The Social Marketing Playbook

    Measurement remains social marketers' no. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than help it. This report explains the two...

    • Downloads: 287
  • 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: 65
  • For B2C Marketing Professionals

    Report:Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

    • Downloads: 114
  • For B2C Marketing Professionals

    Report:Digital Advertising Spend In Western Europe Will Double By 2020

    ForecastView Document

    Digital advertising spend in Western Europe will grow to €56.7 billion in 2020, up from €25.8 billion in 2014. By 2020, 47% of Western European advertising spend will come from digital,...

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:Forrester Research Email Marketing Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    This report provides a forecast for the US population of email users, marketing email volume, and email marketing spending for the years 2015 to 2020. It estimates the total number of online users...

    • Downloads: 8
  • For B2C Marketing Professionals

    Report:Brief: Most Marketers Don't Use Social Relationship Platforms

    Every Marketer Should Hire — And Use — An SRP

    Social relationship platforms (SRPs) help brands publish organic posts to social networks like Facebook and Twitter — and in the process they both save marketers time and make their efforts...

    • Downloads: 70
  • 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: 78
  • 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: 565
  • 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: 59
  • For Customer Insights Professionals

    Report:Combine Systems Of Insight And Engagement For Contextual Marketing

    Tools And Technology: The Enterprise Marketing Technology Playbook

    The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2015? Marketers' sophistication, ever-changing customer expectations, and continued...

    • Downloads: 1789
  • For B2C Marketing Professionals

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

    ForecastView Spreadsheet

    Paid search is witnessing a change in search volume and spending patterns due to a shift in usage. Mobile and tablet search queries are growing at a rapid pace due to the increased penetration of...

    • Downloads: 4