Hearst survey finds nearly half of b-to-b marketing budgets spent online

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Cleveland—Nearly half of b-to-b marketing budgets are spent on online programs, according to a survey by Hearst Electronics Group and Goldstein Group.

The online survey of 99 b-to-b marketers was conducted in August and September.

It found that an average 47% of total marketing budgets are spent on online tactics, including Web site development, online advertising, search marketing, webcasts and social media.

“The sense of urgency to move to online marketing has been felt by leading marketing organizations for some time now, but the extent to which budgets have been redefined is dramatic,” said Joel Goldstein, president of Goldstein Group.

The survey found that trade shows account for 17% of b-to-b marketers’ budgets; direct marketing accounts for 12%; and print accounts for 11%.

—Kate Maddox

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