BtoB

Ad spending rosy for b-to-b marketers

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New York—Despite the softening economy, b-to-b marketers who spoke on a panel at BtoB’s NetMarketing Breakfast here said that they are increasing marketing budgets this year and in some cases increasing the percentage of spending dedicated to online marketing .

Bill Stabile, senior director-brand and marketing communications at Siemens Corp., said that Siemens is the kind of company with such long selling cycles that the economic slowdown has not affected it yet. Stabile said Siemens will continue to increase Internet ad spending as a percentage of the total budget. “If anything will suffer, it will be print,” he said.

Information Builders’ director of Internet marketing, Chris Boylan, said his company will increase spending online this year. The business intelligence and integration services company increased its online spending in 2007 by 15% to 20% from 2006. In 2008, its overall budget will grow, and online will increase by another 15%.

Eric Andrews, VP-worldwide demand generation for IBM Corp. said IBM’s budget also will increase this year—slightly—with most of that going to emerging markets such as China and Russia. He added, “We’re seeing a shift and increase in online media, including search.”

—Carol Krol

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