As we start to close out 2008 and enter into some of the toughest economic times our country has seen in decades, researchers are predicting business-to-business marketing in 2009 to be more frugal than ever.
BtoB Magazine recently spoke with marketers, agency executives and industry experts to determine these top 10 trends for 2009:
- Doing more with less. Marketing budgets will continue to shrink through 2009 and businesses will have to stretch every marketing dollar available.
- Leveraging social marketing. Businesses will continue to build online communities to connect with other businesses and customers with low-cost and free social marketing tools.
- Trust and transparency. After listening all year to news about the latest bailouts and bankruptcies, trust in business may be at an all-time low. Companies have started campaigns that will continue through 2009 “with messages focused on trust, confidence and stability.”
- Being part of the solution. In the coming year, B-to-B marketers will show how they are a part of the solution to global problems. Being there to help their customers solve problems will be critical to business success.
- Deeper analytics and database marketing. With tighter budgets comes more pressure to prove ROI, database marketing and analytics will become key to business survival.
- New metrics. To deal with the changing marketplace, marketers are developing metrics that will show how campaign efforts affect customers’ purchase decisions and brand trust.
- Video explosion. To go along with social marketing, we will see marketers learn to use video in ad campaigns, microsites, social media releases, e-mail and newsletters.
- Green as a business model. Green business efforts are slowly becoming an essential piece to companies’ business models.
- Increased global spending. Global marketing efforts will increase next year to reach emerging overseas markets and revenue.
- More focused events. More companies are favoring small events that offer targeted, face-to-face events with business contacts because of improved ROI.
Read the full BtoB article.