Study: Digital Accounts For 42% of B-to-B Marketing Budgets

Marketers Say the Job is More Challenging Than Ever

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Eighty-five percent of U.S. b-to-b marketers agree that being a marketer is more challenging than ever before, according to a study by b-to-b digital agency Omobono, Cambridge, in partnership with the Business Marketing Association.

The study, "What Works Where USA," was based on an online survey of more than 80 U.S. b-to-b marketers.

It found that the top challenges facing b-to-b marketers are changing priorities (cited by 80% of respondents), technical developments (75%), handling business objectives that are outside traditional marketing activities (74%), more audience types (73%) and a wider range of territories (69%).

The study also found that digital marketing accounts for an average 42% of total marketing budgets.

Within digital, average budget allocations were: website development (23%), email marketing (19%), social media (12%), online video (10%), SEO (8%), pay-per-click advertising (7%), display advertising (6%), microsites (5%), mobile optimization (2%), mobile apps (2%), affiliate marketing (1%) and other (5%).

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