Assessing The Digital Marketing Opportunity Across The Globe

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.