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IDC says tech marketing budgets up 3.7% this year

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Framingham, Mass.—Global technology marketers will increase their marketing budgets by an average of 3.7% this year over last year, according to research firm IDC.

This is a significant improvement from last year, when tech marketing budgets were down 8.3% from 2008 spending and global tech revenue was down 4.5% from the previous year, according to IDC.

The findings were released Wednesday in IDC’s 2010 Tech Marketing Benchmark study, which was based on an online and telephone survey of 87 senior technology marketers, conducted between May and July.

While technology marketing investment is up this year, it lags behind growth in global technology revenue, which IDC projects will be up 5.8% this year over last year.

Events will make up the largest share of marketing program spend this year (20.2%), followed by digital marketing (19.3%), marketing support (19.0%) and traditional advertising (11.9%).

This is a big shift from last year, when traditional advertising made up 20.9% of marketing budgets for technology companies and digital marketing made up 12.6% of total budgets, IDC said.

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