IDC: Tech marketing spending reaches highest growth rate in four years

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Framingham, Mass.—Tech marketing spending will increase by 7.5% in 2006 over 2005, the highest growth rate in four years, according to new data from research company IDC.

IDC’s CMO Advisory Practice released its 2006 Tech Benchmark Survey in a conference call with clients on Thursday, based on interviews with 95 senior tech marketers.

It found that, while tech marketing investment will climb this year, it barely outpaces global IT spending, which will be up 7.0% in 2006.

The report also found that tech marketers will allocate 21.0% of their marketing program budget to advertising; 19.3% to events; 17.3% to marketing support and sales tools; 14.7% to direct marketing; 7.1% to PR; 5.6% to collateral; 5.0% to the Web; 4.2% to research; 2.0% to analyst relations; and 3.7% to other activities.

—Kate Maddox

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