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Marketing Spending On The Rise According To New BtoB Study

Marketers plan to markedly increase spending in 2013 according to a new study by BtoB.  The report found that 49% of respondents expected to spend more this year, up from 40% in 2012. Only 10% said they planned to cut their budgets. 

Highlights from the report include:

  • Digital marketing will gain the most, with 67% of respondents planning to increase spending in this critical area. Other areas projected to see increases include social marketing (cited by 54%), events (42%), mobile (35%), direct mail (35%) and telemarketing (22%).  
  • Website development is the No. 1 digital marketing area of emphasis this year, with 70% of marketers planning to boost spending. Other channels gaining dollars include: email (62%), social media (56%), video (56%), search (53%), webcasts and virtual events (42%), and mobile (36%).
  • The use of content marketing is pervasive, cited by 72% of respondents
  • Demand generation and customer acquisition were cited by 69% of respondents to BtoB’s survey as their primary marketing emphasis this year, followed by brand awareness (18%) and customer retention (13%).
  • Also, more than half of marketers plan to allocate portions of their budgets to marketing automation and sales enablement technologies.

To obtain BtoB’s “Outlook 2013: Marketing Priorities & Plans” study, click here.

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