IDC: Tech marketing budgets will increase 3.5% this year

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Framingham, Mass.—Tech marketing budgets will increase an average 3.5% this year over last, according to a new report from IDC. IDC's “2011 Tech Marketing Benchmark Study,” released Tuesday, was based on interviews with 105 senior marketers at technology companies. The interviews were conducted online, by telephone and in person between May 15 and July 31. While tech marketing budgets are on the upswing, they still lag growth in global IT spending, which will increase an average 6.5% this year, IDC found. This year, 52% of all marketing program spending will be focused on awareness-building activities, while 48% will be based on demand generation. “During the recession, the focus was more on the demand side, but now it's shifting more to the awareness side,” said Joe Ferrantino, research analyst at IDC's CMO Advisory Service. Digital marketing will make up 26.4% of total marketing spending, compared with 19.3% last year, the survey found. Traditional advertising will make up 13.4% of total marketing spending, up from 11.9%. “Advertising is increasing, which is not surprising, given that we're seeing an increase in awareness activities,” Ferrantino said.
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