Technology Enterprises to Up Marketing Budgets for 2012

Technology enterprises are feeling bullish about next year and plan to increase their marketing budgets. For the most part, digital media will benefit from the increased spending. But these enterprises are signaling their intent to return to event marketing next year as well.

Top level findings from the latest IDG Research Services report indicates that tech enterprises will add 3.5% to their advertising and marketing budgets in 2012.  These budgets will be spent as follows:

  • Digital: 50.1%
  • Events: 23.9%
  • Print: 13.9%
  • Broadcast: 5.1%
  • Other: 6.9%

The digital component of spending will break out across branded content sites (51.2%), ad networks (27.3%), ad exchanges (15.3) and real-​time bidding (6.2%). The huge commitment to branded content sites will be supported by distribution of content marketing materials. The top 3 content forms distributed by these marketers will be collateral, webcasts and virtual events, and videos.

In general, tech marketers call the economy challenging. Digital spending will be allocated to specific formats as follows:

  • Lead generation 26.6%
  • Display/​banner 19.6%
  • Search 18.8%
  • Sponsorships/​custom 9.7%
  • Digital video 7.8%
  • Rich media 5.9%
  • Email 11.7%

For now, social media is fully integrated at 51% of tech companies while only 27% say the same about mobile. The differences between these 2 figures may have to do largely with the newness of the mobile channel. Tech companies are clearly comfortable with social media as up to 75% say their programs meet or exceed expectations.

Tech marketers appear to be in touch with what their prospective clients are seeking. The survey reveals that buyers are accessing tech websites, tech print publications, tech vendors sites and social sites during the pre-​purchasing research process.

[Source: Majority of Technology Marketers Plan Budget Increases for 2012. IDG Research. 29 Nov. 2012. Web. 15 Dec. 2011] 
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.