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For B2C Marketing Professionals

Forrester Readiness Index: Digital Marketing, 2017

ForecastView Document

November 6, 2017

Why Read This Report

The Forrester Readiness Index (FRI) provides digital marketers and marketing vendors with a simple, reliable instrument to quickly make sense of a variety of market signals to aid in determining where to prioritize marketing investment. This quantitative assessment provides insights into the digital marketing environment and opportunity of 55 countries across the globe through the analysis of 23 quantitative variables we deem as core indicators of digital marketing readiness. Because of this breadth, the FRI can reveal hidden value beyond what is reflected simply by a country's digital ad spending.

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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.

Table of Contents

  • The FRI Rankings Show Stability, With Some Notable Changes
  • Digital Marketing Readiness Evaluation Overview
  • Use The FRI To Reveal Hidden Value
  • Cross-Reference The FRI With Online And Offline Ad Spend Per Capita
  • Tailor Your Use Of The FRI To Fit Your Firm's Unique Strategy
  • Supplemental Material
  • Related Research Documents

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