Nonetheless, more than 80% of marketers are using digital marketing methods in one form or another. “Digital is becoming kind of traditional,” said Sam Sebastian, Google’s director-local and b-to-b markets.
E-mail marketing was the top digital expenditure, garnering 8% of a typical b-to-b marketing budget. Google’s bread and butter, search engine marketing, accounted for 5%, as did search engine optimization.
A majority of b-to-b marketers said that combining digital with traditional and using multiple media in a campaign improves effectiveness. Six in 10 marketers said offline efforts affect online activity. “When efforts across the marketing continuum are well coordinated … we see all boats rise,” an unidentified General Electric Co. marketing executive said in the survey.
The report also found that more than three-quarters (77%) of b-to-b marketers expect their budgets to increase or stay the same next year.
The research was conducted by Ipsos OTX, which surveyed 636 b-to-b marketing executives online. An additional five marketing executives participated in 20-minute phone interviews.