B2B Marketing Budgets To Go Up In 2008 In Online, Events and Direct
Source: Center for Media Research
According to BtoB’s “2008 Marketing Priorities and Plans” survey, 60.1% of marketers plan to increase their overall marketing budgets next year predominantly in online, events and direct, despite the softness in the overall economy. 29.6% plan to keep budgets flat, and 10.3% plan budget decreases.
Last year, in the BtoB 2007 survey, 62.6% of respondents said they planned to increase their marketing budgets in 2007; 29.4% said budgets would be flat, and 8.0% said they planned to decrease their marketing budgets.
In 2008 the primary marketing goal is customer acquisition, cited by 62.4% of respondents, followed by:
Brand awareness (19.3%)
Customer retention (11.7%)
Other objectives (6.6%)
Among the online areas that will see increases next year are:
Web site development (cited by 74.0% of marketers)
E-mail (70.1%)
Search engine marketing (64.3%)
Video (39.5%)
Webcasting (39.1%)
Banners (36.4%)
Sponsorships (29.6%)
Social media (26.2%)
