New Study Shows Smaller B-to-B Advertisers Still Planning to Spend
Almost 75 percent of small business-to-business (b-to-b) advertisers in the U.S. are either increasing spending or maintaining spending levels this year over 2008, according to early results from a new advertising and marketing survey conducted by online research and advisory firm Outsell. Twenty-six percent of these smaller companies are reducing budgets.
The picture is a bit bleaker among larger b-to-b advertisers, however: 40 percent forecast cuts in spending in 2009.
Spending growth for U.S. b-to-b advertising companies, large and small, is primarily online, according to the study, which surveyed 1,019 U.S. advertisers targeting the consumer, business and healthcare markets in February 2009.
Online marketing/ad spending is growing—up 8.2 percent from last year among smaller firms, and up 0.4 percent for larger firms. Spending on companies’ own Web sites remains the largest online “line item” for b-to-b advertisers, at 59.1 percent of total online budgets for small firms and 51.1 percent for large firms.
Small U.S. b-to-b companies also are growing spending more than 10 percent each for keyword buys on search engine sites, e-mail marketing, industry-specific sites, and webinars.
“The results reveal continued revenue opportunities for media companies that follow the money, and focus attention on the b-to-b segment,” said Chuck Richard, vice president and lead analyst, Outsell. “This includes looking at nontraditional sources of revenue, such as Web marketing services for advertisers.”
For more information about the report, visit: http://www.outsellinc.com/store/products/826?refid=pr826.