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.

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