The internet marketing budgets of business-to-business (B2B) advertisers look set to increase this year, new research shows.
According to eMarketer, a survey by MarketingProfs and Forrester Research has shown that 47 per cent of B2B marketers intend to spend more on search engine marketing in 2009.
Similarly, some 42 per cent plan to boost spending on online video, podcasts and rich media, while 36 per cent are looking to spend more on social networks and discussion forums.
In contrast, just 15 per cent of B2B marketers will increase their print advertising budgets this year and 13 per cent will spend more on television advertising.
Meanwhile, in a post on the Econsultancy blog, tech reporter Patricio Robles has cited a study by Borrell Associates which shows that spending on direct mail will fall by 39 per cent over the next five years as internet marketing grows.
He suggested this is because internet advertising and email marketing allow companies to target consumers in the same way as they do with direct mail, but at a lower cost and in a more measurable way.
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