Online gets bulk of increased marketing budgets

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 1/17/11

After two years of cutting their marketing budgets due to the recession, marketers are once again loosening their purse strings.

This year, 51.9% of b2b marketers plan to increase their marketing budgets, according to BtoB’s “2011 Outlook: Marketing Priorities and Plans” survey.

The annual survey, conducted online in November and December, attracted responses from 426 b2b marketers. The top marketing goal cited by respondents for this year is customer acquisition (69.1%), followed by brand awareness (18.4%) and customer retention (12.5%).

Only 7.3% of marketers said they will decrease budgets this year, while 40.8% said budgets will remain flat. In contrast, 13.3% of b2b marketers cut their budgets last year, and 57.7% slashed them in 2009 in response to the economic slump.

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