Outlook 2012 – Large share of marketers boosting spending, especially online


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


Despite being beset by continued economic woes and global turmoil, 40.8% of b2b companies will boost their marketing budgets this year, according toBtoB‘s “2012 Outlook: Marketing Priorities and Plans” survey. The survey also found that marketers overall are shifting spending into lower-cost online and social media programs. The annual study is now in its ninth year. It was conducted between Nov. 21 and Dec. 12 and based on an online survey of 343 b2b marketers. The study found that nearly half (48.4%) will keep their budgets flat this year; 40.8% will increase them; and 10.8% will cut back.

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