Summary
Digital experience priorities must quickly evolve to keep up with fast-paced or fickle customer expectations evidenced by adoption patterns for smartphones, Facebook, or Snapchat. Given the frantic pace of digital, organizations invest or are left behind. This investment to meet digital expectations must include three areas: home-grown development, commercial software integration, and retaining core staff and IP. Forrester predicts three key changes in each of these areas will affect 2014 investment priorities.
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