I read another interesting paper from Outsell this morning - this one looking at where advertising and marketing budgets are predicted to go this year in the US. Overall 48% of small companies are saying they're keeping spend flat, whilst 26% are planning to increase and a further 26% planning to decrease. The picture is different for large B2B companies - here 47% are planning to keep the status quo, only 13% are planning an increase - whilst 40% are planning a decrease.
In terms of media - online is the only category where marketers are planning to increase spend. Again, the % increase varies by size of organisation, with smaller companies planning an 8.2% increase and larger companies 0.4%. Most other media types are looking at reduced spend - events, print, TV, Radio.
With online marketing spend forecast to grow in both small and large firms, the data shows that the largest single recipient of online spending by a factor of 4 remains spending on companies' own websites, which receive 59.1% of total online budgets. Publishers are well positioned to offer marketing services to these companies.
Another category which is ranked highly is E-mail marketing whcih is popular for lead generationa and customer acquisition activities.
With spend on real-world events predicted to fall, more money is being invested in virtual events such as webinars.
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