Growth in marketing spending will be down slightly from last year, when tech marketers increased budgets an average of 6.1% over the previous year, according to IDC.
The study was based on in-depth interviews with more than 40 senior marketers at leading technology companies.
“It is certainly a challenging environment,” said Michael Gerard, VP-research director of IDC’s CMO Advisory service, pointing to economic weakness related to the subprime mortgage situation, rising oil prices and other factors. “Marketing is a prime suspect for potential cuts and reductions.”
The study also found that 57% of tech marketers plan to increase their marketing budgets this year, compared with nearly three-quarters of marketers that planned budget increases last year.