Chart of the Week: Marketing Budgets Shifting to Digital Tactics

Jeanne Hopkins
Jeanne Hopkins



Marketing Budget Chart

Marketers are shifting their budgets away from traditional marketing channels and toward digital marketing channels . Econsultancy, in association with ExactTarget, surveyed more than 265 B2B marketers -- in companies of all sizes -- asking if they plan to spend more or less of their marketing budgets in 2010 on 14 different marketing tactics. While 46% of companies plan to increase their overall marketing budgets in 2010, 66% will increase their investments in digital marketing.

Digital channels make up the top 5 tactics in which marketers are investing:

1.       Off-site Social Media - 65%

2.       Search Engine Optimization - 64%

3.       On-site Social Media - 58%

4.       Email (acquisition) - 56%

5.       Email (retention) - 53%

All of these tactics work together to help you get found and draw prospects to you.

Leaving Traditional Marketing Behind:

We also see a trend in moving away from the traditional "push" marketing channels. The top 5 places marketers are looking to cut budgets:

1.       Radio - 50% decrease

2.       Television - 44% decrease

3.       Newspapers / magazines - 44% decrease

4.       Direct Mail - 30% decrease

5.       Telemarketing - 22% decrease

Marketers are getting smart and going where their buyers are -- online.  So where are you going to spend your precious marketing dollars? Pulling buyers to you by using inbound marketing or pushing your message out through traditional channels?

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