2008 B2B Marketing Forecast: Rise in Budgets, Online Spending

December 7, 2007

This article is included in these additional categories:

B2B | Out-of-Home | Television

Most B2B marketers (some 60%) plan to increase their 2008 marketing budgets – but fully 79% plan to increase their online marketing budgets, according to BtoB magazine’s  “2008 Marketing Priorities and Plans” study, scheduled for release Monday.

Last year’s survey had found that 76% of marketers planned to increase their online budgets this year.

Among the online areas that will see increases next year are website development (cited by 74% of marketers); email (70%); search engine marketing (64%); video (40%); webcasting (39%); banners (36%); sponsorships (30%); and social media (26%).

Other findings:

  • Event marketing will also get a boost: nearly 50% of marketers said they are planning a budget increase, compared with 44% last year.
  • In 2008 direct mail is expected to continue to grow: 40% of respondents are planning to increase their direct budgets next year, down slightly from 50% last year.
  • Increases in print budgets will also be down: nearly 28% of marketers expect to increase their print spending, compared with nearly 34% last year.
  • Some 69% of marketers plan to launch new ad campaigns in 2008.
  • 36% plan to hire additional staff.

Additional survey results are scheduled for publication in BtoB and BtoBonline.com on Dec. 10.

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