B to B Advertising in a Down Economy

In a down economy, businesses that sell to other businesses may be tempted to cut advertising along with other expenses. But a recent American Business Media survey reveals that only about 1/​3 of B to B firms plan to cut their ad spending in 2009:

  • Same 40.7%
  • Increase 29.1%
  • Decrease 30.3%

Firms that plan to increase marketing will allocate additional media spending as follows:

  • Print 9%
  • Online 48.5%
  • Direct 16.5%
  • Broadcast 3%
  • Outdoor 0.4%
  • Events 13.5%
  • Other 9.1%

Remind your B to B clients that advertising, especially a campaign designed by your agency, remains key to maintaining and increasing market share.

[Source: American Business Media]

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.