According to BtoB's "2008 Marketing Priorities and Plans" survey, 60% of marketers plan to increase budgets for 2008 with efforts focused on personalization and more precise targeting not only in print advertising, but also with direct mail, email and event marketing.
Of the 60% of marketers who indicated an increased budget, almost 90% of those increases will be greater than five percent. Nearly thirteen percent will be 20% or more.
The list of marketing goals for 2008, according to the report, starts with customer acquisition and includes brand awareness and customer retention. Respondents also indicated that about one-third of their marketing budgets will go to online marketing.
Nearly 50% of marketers plan to increase their spending on event marketing and plan to personalize event marketing with targeted direct mail and email sent to a smaller number of people, with the goal of obtaining more qualified leads.
Forty-nine percent of marketers stated they intend to step-up their direct mail budgets with some indicating a preference for direct marketing over large advertising campaigns.
Finally, the survey also showed that almost 70% of marketers are planning a new advertising campaign for 2008.
Thursday, January 3, 2008
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