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Marketers shift tactics to reach Fed buyers

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Alexandria, Va.—IT marketers are increasingly turning to virtual events, email marketing, social media and peer-to-peer communities to reach buyers in the federal government, according to the results of a recent GovMark Council report, “Selling to Uncle Sam: 2013 Federal Marketing Investment Study.” IT marketers targeting the federal government slashed their allocation for trade shows and conferences to 21% this year from 30% last year, while the percent of their budgets allocated to webinars and other online events rose to 9% from 7% in the same time period. Social media increased to 7% from 5%; and email marketing edged up to 7% from 6% last year. Programs built around peer-to-peer information exchange captured 4% of the budget allocated for federal government marketing in 2013, the first time the metric was studied. IT marketers cut back print and online advertising allocations in the federal government space, with online advertising falling to 9% from 11% last year, and print slipping to 2% from 3%. The study is based on a written survey administered at the 2012 GovMark Council Offsite-Transition Time event in November that yielded responses from 46 marketing professionals from 26 companies with an average annual federal IT marketing budget of $1.2 million.
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