Business-to-business marketers spend 42% of their total marketing budgets on digital marketing, and spend the largest portion of that digital budget on developing corporate web sites, e-mail marketing and their social media efforts, according to a 2013 survey of 80 B2B marketers in the United States conducted by Omobono Ltd., a digital services agency that helps companies develop brands through web, mobile and social media channels, and the Business Marketing Association, a trade group for B2B marketing professionals.
23% of B2B digital marketing budgets go toward developing corporate web sites; 19% to e-mail marketing; and 12% to social media programs, where the most commonly used social networks are LinkedIn and Twitter. Online video, podcasts and webinar programs account for 10% of B2B digital marketing budgets, 8% goes to search engine optimization, 7% to pay-per-click advertising and 6% to display advertising. Other digital programs, such as mobile applications and affiliate marketing, each account for 5% or less of B2B budgets.
Another survey of marketers reveals B2B marketers, like a lot of business-to-consumer marketers, are shifting more of their ad spending to the web. B2B product marketers in August 2013 said they intended to increase their digital ad budgets 9.5% over the next 12 months, while decreasing traditional ad spending—defined as all offline advertising spending—by 2.4%, according to The CMO Survey from Duke University’s Fuqua School of Business, which surveyed 410 senior-level marketers.
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