Even in the face of an economic recession, almost one-third of business to business marketers plan to increase their 2009 marketing budgets, according to BtoB’s “2009 Marketing Priorities and Plans” survey.
Another 43.5% of marketers plan to keep budgets equal to 2008 and only about one-quarter plan to decrease their marketing budgets next year, according to the online survey of over 200 b-to-b marketing professionals in November.
Among the key findings of the survey:
- Customer acquisition is the top marketing goal in 2009 for B2B marketers (62.2%)
- Customer retention was cited by 20.6% of marketers as their top marketing goal, followed by brand awareness (12.4%)
- 66.5% of marketers plan to increase online spending in 2009
Because online marketing has proven to cost less and delivers trackable results, more b-to-b marketers are moving their marketing dollars online. General Electric Co. is one of those companies, according to BtoB.
“About 15% of our media spend is on digital. In my mind, that is not enough,” said Beth Comstock, senior VP-CMO of GE. “One of my goals is to continue to shift that spend.” GE plans to use online technologies including streaming video, webisodes and rich media ads next year.
The most popular online tactics for business to business marketers next year will be:
- Email marketing (68.3%)
- Web site development (66.3%)
- Search (50.0%)
- Online video (46.6%)
- Social media (46.6%)
Social media spending is up more than 20% from 2008.
When it comes to more traditional marketing, the survey found that marketers are making budget cuts on print (33.2%), events (30.5%), direct mail (25.6%) and outdoor advertising (21.3%).