The report, “Planning Your 2006 Marketing Budget,” was based on interviews with 95 senior marketing executives at technology companies.
“Tech marketing investment has now grown to the highest rate of increase we’ve seen in the last four years,” said Rich Vancil, VP of IDC’s CMO Advisory Research service, during a conference call with clients to discuss the findings.
In 2004, tech marketing spending was up 6.0% over 2003, while in 2003 tech marketing spending was down 1.7% from 2002.
IDC’s research also found that the growth rate of tech marketing spending is outpacing that of global IT spending, which is expected to grow 5.3% this year.
The research found that 23.2% of tech marketing program budgets this year will be spent on advertising; 19.3% on events; 16.8% on marketing support and sales tools; 12.9% on direct marketing; 6.5% on PR; 5.1% on collateral; 4.6% on research; 4.0% on Web; 2.3% on analyst relations; and 5.3% on other activities.