Though U.S. consumers are spending less these days, the same cannot apparently be said of business-to-business marketers, according to a study put out Thursday by GlobalSpec.
At least not yet.
Seventy nine percent of 468 executives surveyed said their companies will have spent the same or more on marketing in 2008 than 2007, according to GlobalSpec. Thirty one percent said they’d spend more in 2008 and 41% said they anticipate spending the same, GlobalSpec reported.
Seventy eight percent said their revenues are on or ahead of plan, and 22% said they were below plan, according the GlobalSpec.
Also, 42% said they don’t expect the economy to have an impact on their marketing budgets.
However, 40% indicated their marketing budgets may be cut if the economy worsens, the B-to-B search engine reported.
Also, not surprisingly, industrial marketers have shifted significantly more of their budgets online in 2008, GlobalSpec reported.
Thirty percent of those surveyed said they’re spending more of their marketing budget online than off in 2008, compared to 20% in 2007, according to GlobalSpec.
Moreover, 57% said online would command a greater portion of their overall marketing budget, according to the study.
Six percent of those surveyed said they’d spend less online, GlobalSpec reported.
Also, 72% said acquisition and lead generation have been their primary marketing goal in 2008 and, as a result, quality of leads has been the most important factor in determining where to allocate their marketing dollars.
