One recent study asked business marketers how they’d be investing their marketing dollars in 2011 compared to 2010. Another asked engineers to rank the value of 22 different tools in terms of what they use to research work-related purchases.
Maybe not too surprising, the 78.5% of the marketers were going to increase online spending. The next largest increase was only 44.3% for events. Interestingly, this huge increase does not seem to come too much at the expense of print advertising- 57.7% were holding print ad budgets steady for 2011.
But it’s obvious that online spending is attracting the majority of budget increases. Why? Again, maybe no surprise, but that’s where the action is. In the other study, engineers were asked the value of 22 different ways of researching work-related purchases- From trade publications to trade shows to Facebook.
The top three tools were, respectively, General Search Engines (83%), Online Catalogs (76%) and Supplier Web Sites (73%). An industrial online environment was tied for third but they sponsored the study. But the top four resources were online resources. That’s where the action is, in increasing doses. No surprise that the money is flowing in that direction.
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