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BizReport : Advertising archives : May 05, 2010

Report: Inbound marketing shows increase as outbound slows

When it comes to lead generation, inbound seems to be the better bet, at least for now. According to a recent Hubspot repot inbound marketing has shown a slight increase year over year while outbound marketing has declined by about 5%. More than half of businesses plan to increase inbound marketing efforts this year.

by Kristina Knight

The study, State of Inbound Marketing Report, has inbound marketing now taking on about 39% of companies direct marketing budgets. Meanwhile outbound efforts shrank to just 24% of the budget total. Researchers found that inbound categories, as a whole, now capture more budget areas than outbound.

Inbound categories include Paid Search (22% believe it is most important), Social Media (60% importance), Blogs (48% of budget) and Organic SEO (59%). Outbound marketing efforts include Direct Mail (10% believe this is most important), Trade Shows (10% importance) and Telemarketing (10%).

Researchers also found that nearly 60% of businesses believe in inbound marketing efforts because of their past experiences in the space. Of those increasing inbound budgets the economy (31%) and changes in management (28%) also play a part in the budget changes.

However, not all marketers plan to increase the budgets. Of those who plan to spend the same amount or less on inbound efforts this year 92% say the economy is the leading reason.

Tags: direct mail, Hubspot, inbound marketing, lead generation, outbound marketing, social marketing

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