Technology enterprises will be growing their marketing budgets again this year, but a new group of companies will be leading the charge. In 2013, the 3rd financialplatform businesses such as mobile, social, big data and cloud operators will outpace older platform operators like client/server and mainframe enterprises. The tech industry overall will allocate 3.7% more for marketing spending but some sector players will be rolling out much larger increases to get a jump on the competition.

This study was based on 64 large tech firms with an average of $4.6 billion in revenue. According to IDC’s “2013 Tech Marketing Barometer,” the typical tech marketer is expecting a 4.6% rise in revenue so the industry’s expected rise in marketing is not keeping pace.

With cloud operators expecting to generate $65 billion in annual revenue by 2016, analysts believe these enterprises will bump up marketing budgets the most, by 15% this year. The emphasis will clearly be on digital marketing formats as cloud operators seek to connect with key customers.

In general, the digital marketing budget will account for about 1/3 of spending in the tech sector.  The digital formats most favored by tech marketers will be:

  • Display ads 23.6%
  •  Company websites 17.4%
  • Search 15.9%
  • Marketing automation 14.9%
  • Email marketing 13.6%
  • SEO 5.8%
  • Digital events 4.5%
  • Social networks 3.7%
  • Other websites 0.6%

Small business owners will be a key target audience for tech marketers. To learn more, check out the Audience Interests & Intent Report available on the Research Store at ad-ology.com.

[Sources: 2013 Cloud Marketing Trends. Techmarketingblog.com. 15 Apr. 2013. Web. 25 Apr. 2013; Tech marketers expect to increase budgets. Btobonline.com.  11 Apr. 2013. Web 25. Apr. 2013]