60 percent of marketing executives working with bigger budgets in 2006

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Marketing executives working with bigger budgets

January 25, 2006

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According to B2B Online, more than 60 percent of marketing executives will be working with bigger budgets this year.

Of them, 31.6 percent said their budgets would be the same as 2005.

Only 7.7 percent said their budgets would decrease. The optimism is eleven points over last year.

This year, 72 percent of Internet marketers plan to increase online budgets. Within online spending, the specific media that will receive the greatest share of marketers' budgets in 2006 will be Web sites at 30.3 percent, e-mail at 22 percent, search at 20.3 percent and sponsorships at 10.3 percent.

For offline media, 52 percent of respondents said they plan to increase direct mail this year, 40 percent plan to increase event marketing and 33 percent plan to increase print advertising.

The survey also found that 81 percent of marketers plan no changes in their broadcast spending, 80 percent will not change outdoor spending, 46 percent plan no changes in their print and event marketing budgets, 21 percent of respondents will decrease print advertising, 15 percent will reduce outdoor advertising and 14 percent will decrease events & telemarketing spending.

According to B2B's survey, 24.9 percent of marketers' total budgets will be spent on direct marketing in 2006, up from an average 21.6% allocated to direct marketing this year.

Primary marketing goals found in the study included:

60% said their primary marketing goal will be customer acquisition

20.8% said brand awareness

11.5% who said customer retention

7.7% who specified "other."

Other significant marketing objectives identified were:

Entering new markets

Generating leads

Increasing revenue

Growing market share

Significantly improving ROI

Improving brand awareness

Source: Mediapost

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