Forecast Report

Assessing The Digital Marketing Opportunity Across The Globe

The Forrester Readiness Index: Digital Marketing, 2015

May 19th, 2015
Jitender Miglani, Principal Forecast Analyst
Jitender Miglani Principal Forecast Analyst

Summary

When evaluating global markets, digital marketing vendors and agencies need to consider more than just a country's macroeconomic conditions or online advertising spending. They need to understand market conditions such as the online user population and their engagement levels; preferred devices for online access; Internet access speeds; the current size of the advertising market; and popular advertising channels. The Forrester Readiness Index (FRI) can help here. It provides a holistic assessment of the digital marketing environment and opportunity in 55 countries across the globe through a study of 23 quantitative variables. This report provides insights from the FRI for digital marketing.

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