BtoB

ABM survey shows surge in digital media

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New York—B-to-b marketers have shifted nearly a quarter of their budgets to digital media, according to a survey released Thursday by American Business Media.

The survey took the pulse of more than 860 b-to-b marketers, who offered their perspective on marketing tools for brand building, lead generation and market spend. According to the survey, 49% of the respondents say they have been using online marketing this year while 55% said they expect to deploy online marketing by 2008.

Some of the nuggets in the study: 63% of respondents said in-person events are the most effective marketing tactic for lead generation, and 61% said they were the most effective for brand-building.

—Matthew Schwartz

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