Study finds b2b marketers will increase online spending
2009-02-28
Although financial news has many business-to-business marketers pessimistic about the state of the economy, they still plan to increase their spending on online marketing in 2009. The CMO survey - conducted by Christine Moorman, a professor at Duke University's Fuqua School of Business, along with the American Marketing Association - found that marketers intend on increasing their spending on internet marketing and the introduction of new products.
According to the survey of 581 marketing executives in the U.S., traditional advertising will drop 7 percent in the next 12 months while online marketing is expected to increase 10 percent over that period.
Moorman said the switch from traditional to online marketing is part of a bigger marketing picture.
"The observed shift is part of a broader movement to the web and social media as key ways to reach customers," she said. "However, it also reflects marketers' hopes for improving return on marketing investment with a cheaper and more effective set of tools."
Findings from the CMO survey match a number of other reports in recent months that say despite the sagging economy, b2b companies intend on increasing their spending on online marketing techniques while cutting spending on traditional marketing.
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© Brafton, Inc. 2009
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