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BizReport : Ecommerce : 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 minonline.com. "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








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