RSS feed Get our RSS feed

News by Topic

BizReport : Ecommerce archives : February 19, 2010

Online to account for bigger chunk of B2B marketing spend

Online spending on B2B marketing will grow by 8% during the coming year, according to a new report from market-based strategy consultancy, AMR International.

by Helen Leggatt

The recently released report says 2010's growth in online spending will be followed by a further rise of 14% in 2012.

Denzil Rankine, AMR chief executive, said the increase in popularity of online marketing channels would come at the expense of traditional media. However, two-thirds of businesses surveyed believed online marketing needed to be complemented by traditional channels.

"Overall, b2b marketing spending is likely to grow at 4% to 2013," Rankine told "Although magazines will continue their structural decline, online, direct mail and events are all likely to grow - albeit at varying rates."

Other key findings include:

- B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013.

- Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013.

- Just 50% of B2B marketers formally analyze metrics to judge ROI - but those that do find online marketing more effective.

Tags: B2B marketing, marketing mix, online marketing, traditional marketing

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.