B2B marketers are feeling better about the economy this year. Surveyed businesses in this sector tell researchers that they’ll increase marketing budgets. While a significant portion of the increase will go to digital campaigns, the 2013 Outlook: Marketing Priorities and Plans, from B2BOnline, did contain one surprise about mobile.
Nearly half, 48.7%, of B2B enterprises will boost their marketing budgets this year which is a significant increase over the 40.1% who did so in 2012. Of the marketers who plan to spend more, 67.2% say that digital will benefits from higher budget allocations. Here are the percentages of businesses planning to focus on specific formats:
- Website development 70.1%
- Email marketing 61.9%
- Social media 56%
- Online video 55.8%
- Search 52.5%
For now, 32.7% of surveyed B2B operators are using mobile. Slightly more than that number will increase their spending on this format. This seems like a small number given the buzz around mobile but George Stenitzer, VP-communications at telecommunications equipment manufacturer Tellabs Inc. might have said it best about mobile — "Only 3% of the traffic on our website comes from mobile devices." B2B enterprises will spend on mobile but the increases won't be as significant as they will be for other digital formats.
In the meantime, B2B enterprises are turning to formats that have proven track records and traffic. For 41.5%, this means spending more on events. And content marketing remains important with 72.2% of operators using this strategy as they allocate funds for content development on websites, social media, print and mobile.[Maddox, Kate. Almost half of marketers to boost budgets this year. B2bOnline. 11 Jan. 2013. Web. 21 Jan. 2013]