Nearly Half of B-to-B Marketing Spending Now Online, Says New Survey
Ninety-nine e-mail questionnaires were completed. One-quarter of survey respondents were from large corporations with revenues of $151 million or greater; nearly a third, or 31 percent, were from smaller marketers with annual revenues at $10 million or less.
While the survey queried marketing executives on sales channels strategies, barriers to growth, and other 2009 plans, the survey's main conclusions centered around budget patterns for marketing communications expenses.
"When Web development, search engine marketing and webcasts are combined, marketers today are spending 47 percent of total budgets on online tactics," said Goldstein. "This includes online video and social media, which are very small portions of the budget today but are expected to grow rapidly during the next few years."
Search engine marketing currently consumes 11 percent of budgets, when including organic as well as pay-per-click programs. Direct marketing is still a player in b-to-b spending, at 12 percent total, evenly split between e-mail and direct mail marketing. Trade shows continue to represent a large portion of marcom budgets at 17 percent, according to the survey.