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Study: Digital playing greater role in marketing to federal IT

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Alexandria, Va.—According to a new study by the GovMark Council, marketers intent on reaching buyers of Internet technology within the federal government anticipate increasing that part of their 2009 budgets devoted to e-mail marketing, online advertising and Web sites, while reducing spending on more traditional mass marketing.

The study by GovMark, a forum for the government IT market, projected that spending on digital marketing aimed at this sector will increase 10% next year, while marketers will reduce by the same percentage their allocations for print advertising and trade shows.

Trade shows, however, remain a marketing tool of choice among the largest companies seeking to sell into the federal government IT market, according to the study.

—Christopher Hosford

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