Forrester study shows marketers shifting spending to online

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Nov. 16 Chicago—A comprehensive study conducted by Forrester Research on behalf of American Business Media found that b-to-b marketers have shifted nearly a quarter of their budgets to digital media. The contents of the survey, first reported on last month on, were released Tuesday at ABM’s Top Management Meeting.

Forrester took the pulse of more than 867 b-to-b marketers across a wide array of industries, which offered their perspective on marketing tools for brand building, lead generation and market spending.

The study found marketers are now dedicating 14% of their budgets to in-person events, 8% to television and 7% to direct mail.

The growth rates for b-to-b publishers’ marketing tactics show online is on the rise: 49% of the respondents said they have been using online marketing tactics this year, and 55% said they expect to deploy online marketing by 2008. Forty-five percent of b-to-b publishers now use print products for marketing, and that total is projected to increase to 49% in 2008. The contents of the survey can be downloaded at

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