IDC projects tech marketing spending will grow 6.1% this year

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Framingham, Mass.—Tech marketing spending will be up 6.1% this year over last, revised down from an earlier estimated 8.0% growth rate projected in March, according to IDC’s 2007 CMO Tech Benchmarks study. The study was based on an online survey and follow-up telephone interviews with 99 senior marketing executives at IT companies. Also, for the first time since 2004, tech marketing spending will lag global IT spending, which is projected to grow by 6.7% this year. IDC also looked at the breakdown of marketing expenditures. Events make up the greatest share of the marketing budget this year (19.1%), followed by advertising (17.9%), marketing support and sales (14.6%), direct marketing (13.3%), online and interactive marketing (9.9%), public relations (6.3%), collateral (6.3%), research (5.1%), Web (3.6%), analyst relations (2.2%) and “other” (1.7%).
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