IDC: Tech marketing budgets down 0.5% this year

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Framingham, Mass.—Tech marketing budgets will be down 0.5% this year compared with last year, according to IDC's 2013 Tech Marketing Benchmark Study, released Wednesday during a conference call with IDC clients. The 11th annual study was based on an online survey of 90 senior marketers at technology companies, conducted between June 1 and Aug. 21. The respondents represent companies with average annual revenue of $9.1 billion. IT marketing revenue will be up 1.5% over last year, according to the study. The average marketing budget ratio (marketing spending/total revenue) is 1.9% this year. Software companies have an average of 3.9%, while hardware companies have an average of 1.9% and IT service providers have an average of 0.6%. While marketing budgets are down slightly, 51.0% of tech marketers plan to increase budgets compared with 36.0% that plan to decrease budgets. The rest will keep budgets the same.
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