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Infographic:  B2B Marketing Budgets Focus on Content, Digital

B2B Marketing Budgets Focus on Content Digital-header

More than half of B2B marketers are experiencing moderately larger budgets this year over a last, according to an infographic published by Advertising Age at the beginning of the year.

The publication conducts and annual survey of brands and budgets. As we head down the home stretch of April, the forecast revisions have started based on the first quarter’s performance. It would be interesting to know how they stack up – especially since marketing is usually the first department to get the ax in a downturn, but is often an early indication on the other side.

Here are some statistics from the survey that stood out for me:

  • B2B Marketing Budgets up overall. 52.5% of marketers anticipate larger budgets than last year; that’s up about 4% over last year’s survey.
  • Some budgets are even bigger.  36.4% said marketing budgets will increase by 10% or more; 3.8% noted an increase of 30% or more.
  • Social media top investment. Social media will be the largest area of increase marketing up 12%; mobile follows with a gain of 9%.
  • Content marketing across the board.  75% of those polled said they expect content marketing spending to rise.
  • Online tactics favored.  Four-fifths of respondents plan to spend more digital marketing dollars; of the tactics listed webinar spending will rise the most with a 9.4% increase; online video is next with 7.9% followed by mobile, especially mobile advertising with 7.3%

Also, see these related posts:
Survey Finds Improving Optimism in Content Marketing
Content Marketing Consistency: How Often Should You Publish?
Is Content Marketing Better than Advertising?

Here’s the complete B2B marketing budgets infographic (click to enlarge):

b2b marketing budget infographic

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2 Responses

  1. Good to see the focus of spending dollars increasing on video. With respect to webinars and webcasts I understand and respect their value but I still find it difficult to find the time to watch them all as I also do with G+ hangouts etc. I catch notices of webinars through the emails only from the brands I follow.   Do you happen to know a directory list of upcoming webinars like there is for tweetchats or hangouts? Lastly do you think podcasts are included under the webinar/webcast column or have they yet to be included be included as a platform? (another area that I know has value but again remiss with time) Thanks Frank.

  2. annelizhannan  Hi Anneliz, sorry for the delay.  I hear you on webinars; I don’t attend many myself because they all fall during the workday and it’s all I can do to tear myself away for a few minutes, let alone 60 for a webinar.  However, webinars have long been a very successful tactic for the brands I’ve been employed with; I do not know of a directory, but that could be a useful resource.

    As far as I can tell, podcasts were not included in the study. It’s an older technology that I think has recently gained its second wind because of the ability to target people during time that usually isn’t taken, like the commute. I’m also a big fan of podcasts — both as a marketer and as a consumer of information; I listen to a lot of them.

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