BtoB

AMR: B-to-b online marketing spending to increase this year

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New York—Despite a decline from 2008, b-to-b online marketing totaled about $3 billion last year and is expected to show positive growth this year, according to a new report from consulting firm AMR International. The report projects that b-to-b online marketing spending will increase at a compound annual rate of 12% through 2013.

AMR CEO Denzil Rankine will present the firm’s research at the DeSilva & Phillips Dealmakers Summit in New York on Thursday.

Annual growth in U.S. b-to-b online marketing spending is projected to be 8% this year and to reach 14% in 2012. B-to-b social media spending will grow at an annual average rate of 21% through 2013, AMR projected. B-to-b spending on lead-generation sites is anticipated to grow at 17% in the same time frame.

AMR’s research found that b-to-b publishers are not doing enough to take advantage of this projected growth in spending. “There is not enough innovation in lead-generation products. Multimedia services are weak, and measurement capabilities are frequently lacking,” Rankine said in a statement.

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