Reed Business Information recently conducted a piece of research to find out the confidence levels of b2b marketers in a number of sectors which we operate in. The majority of the research was for internal purposes, but I wanted to share the results of a couple of questions from the second wave with you to help with your own business planning:
Q. Approximately what proportion of your marketing budget do you expect to be allocated to each of the following media over next 12 months?
|
|
Outsell* Dec 2009 |
Wave 1 Mar 2010 (107) |
Wave 2 Nov 2010 (122) |
|
|
35% |
38% |
44% |
|
Online |
31% |
42% |
39% |
|
Events |
12% |
11% |
6% |
|
PR |
5% |
5% |
7% |
|
TV, Radio, Cinema, Other |
18% |
4% |
5% |
Base: Those stating an answer
* N.B Outsell Annual Advertising and Marketing Study 2010 includes a mix of consumer and B2B marketeers (157 B2B, 107 consumer).
Ø After the worse of the recession in 2009, levels of increased optimism were high in early 2010, but had leveled off by late 2010.
Ø In line with this, a third of b2b marketing budgets increased from 2009 to 2010, compared to only around 1 in 10 from 2010 to 2011. This is in line with the recent B2B Barometer Study
Ø 80% of respondents will be keeping their budget the same for 2011
Q. Which of the following methods do you expect to use to market your products and services over the next 12 months?
|
Green = increase |
Wave 1 Mar 2010 (107) |
Wave 2 Nov 2010 (122) |
|
B2B/Other Publications |
100% |
97% |
|
National Newspapers |
16% |
18% |
|
Local Newspapers |
23% |
38% |
|
B2B/Other Websites |
85% |
88% |
|
Search Marketing |
53% |
53% |
|
E - Newsletters/Bulletins |
30% |
42% |
|
Email Marketing |
57% |
34% |
|
Social Media |
31% |
38% |
|
Company's own website |
75% |
88% |
|
Mobile Applications |
N/A |
28% |
|
Direct mail |
42% |
35% |
|
Trade shows/events |
80% |
63% |
|
Sponsorships |
38% |
41% |
|
PR |
53% |
70% |
Ø Enewsletter bulletins, social media, companies own websites and PR will take a
larger share of budgets, at the expense of trade show/events and direct mail
Methodology
The second wave of this research into the views and opinions of b2b marketers took place in November 2010. Each wave consisted of approximately 150 telephone interviews amongst clients (100) and agencies (50) across several UK business to business markets.
Further Information
Enewsletter promotional opportunities
Enewsletters are powerful tools to support both lead generation and customer retention objectives. RBI has a large porfolio of niche email newsletters to help you target business decision-makers working in the following industries: Hospitality, Agriculture, Aviation, Commercial Property, Hairdressing, Electronics
For more information visit: http://www.reedbusiness.co.uk/emailnewsletters/index.html
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