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June 8, 2009 -- According to BtoB magazine's recent study, 2009 Marketers' Outlook Survey, while B2B marketers have decreased their budgets this year in response to the economic downturn, more than half (53%) expect their budgets to increase in 2010 with the turn-around beginning in the second half of this year.
The study, based on an online survey of 495 B2B marketers, was conducted between May 14-June 22, 2009 and updates BtoB's “2009 Marketing Priorities and Plans” report (December 2008).
B2B marketing spend is expected to start improving in the second half of this year: 32.3% of marketers said their budgets will be up over the first half; 46.3% said they will remain unchanged; and one in five (21.4%) said their budgets will decrease.
The BtoB survey also asked marketers how they expected their spending on media channels to change in 2010 compared to 2009. Online spending is expected to see the largest increase, yet spending on print and direct mail is expected to increase compared to 2009 spending plans. In 2010, respondents state that their print spending is expected to increase 27.9% (compared to the 16.4% increase of 2009), and direct mail spending is projected to increase 37.7% (compared to the 20.2% increase of 2009).
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