Tuesday, February 5, 2013

B2B marketers to boost event budgets in 2013

This is article was interesting for me, highlighting that companies are bullish enough to forecast an overall increase in their events marketing budgets for 2013.  Also the fact that investment in mobile spending continues rise, but is a distant 4th in terms of allocation of resources compared to websites, social and even print.  Part of that surprise for me is I am not sure where tablets fit in, if they are considered mobile or not?  

Over 40% of B2B marketers are planning to increase their event budgets this year according to the latest Outlook survey from BtoB entitled “2013 Outlook: Marketing Priorities and Plans.”

The annual report, now in its 10th year, was based on an online survey of 366 B2B marketers conducted between 12th and 30th November. It found that:
• 48.7% of marketers plan to increase their budgets this year, up from 40.1% last year; 41.8% will hold budgets flat, down from 48.4%; and 9.5% will decrease budgets, down from 10.8%.

• The top marketing goal for B2B marketers this year is demand generation/customer acquisition (69.3%), followed by brand awareness (17.6%) and customer retention (13.1%).

• Many B2B marketers still see events as a key part of their marketing mix with 41.5% planning budget increases in 2013.

• Digital marketing is also a priority, with 67.2% of marketers planning to increase their spending this year. The top spending areas will be website development (with 70.1% planning increases this year), email marketing (61.9%), social media (56.0%), online video (55.8%) and search (52.5%).

• Mobile is growing in importance for B2B marketers, with 32.7% of respondents now using mobile as part of their marketing strategy, and 35.5% planning to increase their spending on mobile marketing this year.

• 72.2% of B2B marketers use content marketing as part of their overall marketing strategy. The top content marketing platforms are websites (93.0%), social media (65.4%), print (47.5%) and mobile (20.9%)

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