We keep a close eye on industry news and one particularly useful report was issued this month by MarketingProfs, one of the leading marketing online knowledge bases, in partnership with Forrester Research.
‘Business to Business Marketing Strategies and Spending’ provides useful insight on how marketers see their spending, across all media, changing in the coming year. This provides us with an all important ‘integrated online and offline’ perspective on marketing effectiveness.
We found it interesting because, for example, it reports that:
- Over 50% of all marketers are intending to significantly increase spend on their online marketing activities (email, blogs, search marketing, PPC, etc.)
- Most marketers are expecting to increase their overall marketing spend by an average of 26% next year
- Traditional marketing activities, such as participation at trade events, are still considered to be more effective at lead generation than online marketing
- Somewhat surprisingly, many of the online marketing techniques available like blogs and online video are considered more appropriate for corporate communications than for tactical promotion
- Although email marketing is one of the most popular techniques used, it is considered to be one of the least effective at raising brand awareness, no better than direct mail
These findings are consistent with the approaches we see being adopted and in many cases we are working in close partnership with our clients’ marketing teams to constantly refine the effectiveness of their online marketing activities.
Find out more about our Online Marketing services and how we could assist in improving your marketing activities.
Read the full Business to Business Marketing Strategies and Spending report or register on the MarketingProfs website.