IT Spending Forecasts

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

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Market Imperatives




76 results in Reports

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

    Report:Programmatic Transforms Digital Media Buying

    Marketers Embrace Programmatic Despite Fraud And Transparency Concerns

    What a difference two years makes: Programmatic buying has transformed from a curiosity in 2014 to a method a majority of survey respondents use today. The second Association of National...

    • Downloads: 121
  • 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: 109
  • For B2C Marketing Professionals

    Report:Thriving In A Post-Digital World

    Adopt New Marketing Rules To Connect With Entitled Customers

    We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...

    • Downloads: 238
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display Advertising Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet

    Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad appeared online in 1994. For nearly 20 years, companies purchased online...

    • 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: 675
    • For CMO Professionals

      Report:Five Key Truths About Wearables That Every Leader Should Know

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

      Wearables have suffered from excessively positive and negative hype. Currently, the wearables market consists of disparate devices solving a variety of problems and entering the market through a...

      • Downloads: 881
    • For B2C Marketing Professionals

      Report:Take This Four-Step Approach To Branded Video

      Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions

      Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it comes...

      • Downloads: 109
    • For B2C Marketing Professionals

      Report:How To Build A Contextual Marketing Engine

      Road Map: The Enterprise Marketing Technology Playbook

      The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with customers...

      • Downloads: 134
    • 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: 5
    • 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: 81
    • For B2C Marketing Professionals

      Report:Forrester Research Social Media Forecast, 2016 To 2021 (Global)

      ForecastView Spreadsheet

      Ad spending on social media continues to grow at an impressive rate and is taking an increasing share of marketers’ interactive marketing budgets. While engaging formats on mobile and better...

      • Downloads: 1
    • 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: 2051
    • For B2B Marketing Professionals

      Report:2016 B2B Budget Plans Show That It's Time For A Digital Wakeup Call

      A greater proportion of the buyer's journey has shifted to the digital world, but the B2B marketing mix isn't keeping pace. Marketers must put 2016 budgets to work on shifting interactions seamlessly...

      • Downloads: 267
    • 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: 69
    • 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: 98
    • For B2C Marketing Professionals

      Report:Organize To Boost Social Marketing Potential

      Organization: The Social Marketing Playbook

      Have you finally gotten your company to embrace social marketing, but struggle to scale its impact? Is social marketing trapped in one function or business unit? Organizational challenges are the...

      • Downloads: 701
    • For B2C Marketing Professionals

      Report:Positive Email Attitudes Continue

      Landscape: The Email Marketing Playbook

      Forrester has evaluated consumer email attitudes over the past five years, using our Consumer Technographics® data from 2012 through 2015. Overall, attitudes toward email have become...

      • Downloads: 718
    • For B2C Marketing Professionals

      Report:Brief: TV And Digital Video Convergence Accelerates

      Marketers Take Early Steps Toward An Omnichannel Video Future

      Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

      • Downloads: 228
    • For B2C Marketing Professionals

      Report:Case Study: Drive Real-Time Marketing As Part Of Your Digital Transformation Journey

      How MasterCard Keeps Up With Fast-Changing Consumer Behavior

      Asia Pacific consumers are digitally empowered, socially savvy, and always mobile. To win, serve, and retain them, MasterCard's marketing organization has embraced digital to provide timely,...

      • Downloads: 98
    • 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: 67
    • For B2C Marketing Professionals

      Report:Forrester Data Online Display Advertising Forecast, 2016 To 2021 (Europe)

      ForecastView Spreadsheet

      Forrester expects online advertising to continue to be the primary driver for advertising spending in Europe, with its share growing compared with offline spending. Within the online advertising...

      • For B2C Marketing Professionals

        Report:Brief: Choose From Four Approaches To Build Your Community

        Plan For Community Success Across The Customer Life Cycle

        The word "community" invokes a measure of confusion among B2C marketers. This brief explores the meaning of community, and provides examples of companies successfully using communities across the...

        • Downloads: 47
      • 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: 335
      • For B2C Marketing Professionals

        Report:Media Buying's Evolution Challenges Marketers

        Continuous Improvement: The Digital Media Buying Playbook

        In 2014, Forrester teamed with the Association of National Advertisers (ANA) to survey more than 150 senior marketers to better understand how marketers in charge of important media budgets are...

        • Downloads: 634
      • For B2C Marketing Professionals

        Report:Brief: Email Marketing FAQs, February 2016

        Processes: The Email Marketing Playbook

        This report highlights key processes that constitute best practices for B2C marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as how to...

        • Downloads: 1800