IT Spending Forecasts

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

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Market Imperatives




77 results in Reports

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

    Report:Brief: High-Performance Digital Marketing Programs Deliver Clear Business Outcomes

    Key Takeaways From Forrester's Digital Marketing Awards China

    In December 2015, Forrester introduced the Digital Marketing Awards China in partnership with the China chapter of the CMO Club. The goal: Inspire Chinese marketers by highlighting innovative...

    • Downloads: 71
  • For B2C Marketing 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 2016? Marketers' sophistication, ever-changing customer expectations, and continued...

    • Downloads: 2012
  • For B2C Marketing Professionals

    Report:Case Study: InterContinental Hotels Group Applies Context To Email

    Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on...

    • Downloads: 102
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display And Search Marketing Forecast, 2015 To 2020 (Asia Pacific)

    ForecastView Spreadsheet

    Forrester expects that total online display and search marketing spending for the five Asia Pacific countries covered in this forecast -- Australia, China, India, Japan, and South Korea -- will grow...

    • For B2C Marketing Professionals

      Report:Brief: What's New With SEO?

      Search engine optimization (SEO) has changed. Your customers now use search to find everything from videos to store inventory, online and through smart devices. This makes it increasingly difficult...

      • Downloads: 260
    • 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: 63
    • For B2C Marketing Professionals

      Report:Build An Empowered Digital Media Buying Team

      Organization: The Digital Media Buying Playbook

      Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

      • Downloads: 665
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015

      The 10 Providers That Matter Most And How They Stack Up

      In our 21-criteria evaluation of video advertising demand-side platform (DSP) providers, we identified the 10 most significant vendors and researched, analyzed, and scored them. This report shows how...

      • Downloads: 320
    • 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: 105
    • For B2C Marketing Professionals

      Report:Brief: Facebook Messenger Bets On Bots

      Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms

      Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

      • Downloads: 94
    • For eBusiness & Channel Strategy Professionals

      Report:The State Of Retailing Online 2016: Key Metrics, Business Objectives, And Mobile

      Benchmarks: The Retail eCommerce Playbook

      The State Of Retailing Online, an annual study by and Forrester, profiles online retail merchants. It provides industry observers with an overview of metrics from the past year as well as...

      • Downloads: 447
    • For Security & Risk Professionals

      Report:Predictions 2016: Social Media Risk

      Why Risk Pros Will Work Harder To Mitigate Reputational Risk

      Social media is an important — and therefore risky — engagement channel for organizations. Companies looking to thrive in the age of the customer leverage social to strengthen their...

      • Downloads: 211
    • 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: 128
    • For eBusiness & Channel Strategy Professionals

      Report:Five Common Pitfalls Of Bank Sales Sites And How To Avoid Them

      Our Digital Sales Functionality Benchmark reviews reveal that bank and credit union sites are often missing several elements that are crucial to driving sales conversion. We have identified five...

      • Downloads: 117
    • For B2C Marketing Professionals

      Report:Brief: Unleash Social's True Value By Extending Your Focus Beyond Brand Monitoring

      Learn From Asia Pacific Firms Using Social Media To Build Lasting Customer Relationships

      Asia Pacific marketers are missing out on valuable social marketing opportunities, such as providing proactive social care and building social relationships, by limiting its usage mostly to...

      • Downloads: 50
    • 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: 163
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Search Marketing Agencies, Q1 2016

      The 10 Providers That Matter Most And How They Stack Up

      In our 23-criteria evaluation of search marketing agency providers, we identified the 10 most significant ones — 360i, Acronym, Catalyst, Ethology, iCrossing iProspect, Merkle, Performics, Rise...

      • Downloads: 123
    • For B2C Marketing Professionals

      Report:Benchmarking Social Marketing Efforts In Asia Pacific In 2015

      Marketers Must Accelerate Adoption Of Mobile Messaging Apps

      B2C marketers in Australia, India, Indonesia, and Singapore are fast adopting social platforms to engage with customers. Forrester's first Asia Pacific Social Marketing Benchmark examines key...

      • Downloads: 74
    • For Customer Insights Professionals

      Report:Brief: Use Mobile Gaming Analytics To Improve Your Digital Marketing

      Chinese Firms Leverage Mobile Games To Increase The Effectiveness Of Their Marketing Performance

      Chinese firms wanting to better engage the online population of hyperconnected consumers are beginning to look to mobile gaming — which has become the most common group of applications that these...

      • Downloads: 88
    • 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 B2B Marketing Professionals

      Report:The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

      Organization: The Lead-To-Revenue Playbook

      Lead-to-revenue management (L2RM) standardizes, automates, and scales the practices needed to engage with customers across their life cycle — from early prospect to loyal advocate. But early adopters...

      • Downloads: 595
    • For B2C Marketing Professionals

      Report:Brief: Capture Customers With Click-To-Call

      Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid search...

      • Downloads: 94
    • For B2C Marketing Professionals

      Report:Brief: Fuel Contextual Marketing With Location Data

      Go Beyond The Beacon Hype To Make Sense Of Location-Based Marketing

      Location-based data provided by technologies like beacons is opening up new opportunities for marketers. This report helps B2C marketers separate hype from reality and anticipate the broader...

      • Downloads: 144
    • For B2C Marketing Professionals

      Report:Balance User Needs With Business Goals

      Strategic Plan: The Email Marketing Playbook

      This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

      • Downloads: 687
    • For B2C Marketing Professionals

      Report:Brief: How To Organize For Email Marketing

      Organization: The Email Marketing Playbook

      Email organizations have no standard organization model, have unspecific road maps, are using basic measurement, and are superficially applying customer insights to their marketing. This report...

      • Downloads: 44