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B2B Marketers Turn to Digital Tactics: eMarketer

B2B meets ISP

MAY 27, 2009 - According to a joint study by MarketingProfs and Forrester Research, most business-to-business (B2B) marketers are not folding in the face of the economic downturn.

Two-thirds of marketers surveyed in 2008 said their budgets would either stay the same in the next year or increase.

Now that the downturn is in full swing—and some budgets are decreasing—marketers are being more selective as to where they deploy their marketing dollars. For most that means going online.

Nearly one-half of marketers said they planned to spend more on tactics such as company Websites and search marketing.

Forty-two percent reported planning to increase budgets for online video, rich media or podcasting; 41% projected more spending for Webinars and Webcasts; and 39% would be upping their commitment to e-mail.

Marketers are not embracing digital media too tightly, however.

Though 13% of marketers felt that company Websites were an effective tactic, that still trailed responses for trade shows, TV ads, telemarketing, direct mail and print—traditional media still commands the majority of most marketing budgets.

While important, digital is only part of a well-balanced B2B marketing mix.

About eMarketer

By gathering the latest research and news from over 1,000 sources, eMarketer has established itself as the world's leading provider of internet and e-business statistics. eMarketer's Web site is at www.emarketer.com.