Technology Marketing Spend Increasing

By Cheryl Strege, The Partner Marketing Group

Marketing spend will be increasing for new year, are you increasing your budget? The Inside Technology Newsletter, from BtoBOnline, had some interesting statistics this week from a survey regarding spending for 2012. They newsletter stated “About two-thirds of technology marketers plan to spend more on marketing in 2012 than they did this year, according to a global research report released by IDG Research Services.” That’s a good sign as marketers have made do with less for the last few years – less budget, less people and consequently, not-quite-full sales pipelines which impacts the entire company.

Marketing Spend Break-Down

The survey also said “In the absence of a financial meltdown, the 274 technology marketing executives and agency professionals who responded to IDG’s online survey in August said that 50.1% of their spending would focus on digital tactics in 2012. Event spending, at 23.9%, was the next most popular tactic, followed by print (13.9%) and broadcast (5.1%). As to digital spending, marketers said they would invest 26.6% of their budgets on lead generation. Online display advertising was next (19.6%), followed by search (18.8%).”

Digital and Event Spend

No surprise that the bulk of the 2012 spending would be on digital tactics but it was interesting to see event spending as the next most popular tactic. Great news for marketers who are already building a lead generation event strategy into their 2012 marketing plans!