Save or Share this Report

For B2C Marketing Professionals

2015: The Year Of The Big Digital Shift

B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps

April 8, 2015

Primary author headshot


  • By Jim Nail
  • with Luca S. Paderni,
  • Mike Carpenter

Why Read This Report

A recovering economy is fueling increases in marketing budgets, while shifting consumer behaviors — particularly the embrace of digital and mobile tools — feed these increases into the digital marketing budget. Further, B2C marketers believe that digital will drive future growth and have come to realize that the distinction between digital and traditional media is no longer relevant. But this confident, bullish outlook masks lingering uncertainty: Respondents to the Forrester/DMN Q4 2014 North American Digital Marketing Online Survey stated that they aren't entirely sure what works in digital, and their answers reveal gaps in strategy, execution, skills, and technology. B2C marketing leaders who need to maximize the effectiveness of their digital budgets should read this report to identify gaps they must fill to move beyond experimenting with digital and ensure that this investment delivers the business outcomes their brand needs.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Marketing Budgets Resume Digital-Powered Growth
  • Digital Marketing Budgets Grow Despite Weak Digital Knowledge

  • It's Time To Pause On Innovation And Improve Digital Marketing Basics
  • Supplemental Material
  • Related Research Documents

Recommended Research