Tech marketers expect to increase budgets 3.7% this year

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Stamford, Conn.—Technology companies expect to increase their marketing budgets 3.7% this year over last, according to IDC's “2013 Tech Marketing Barometer.” The tenth annual study was based on an online survey of 64 senior marketing executives at large technology companies conducted between Jan. 15 and Feb. 26. Average revenue at the companies surveyed was $4.6 billion. “Marketing budgets will grow; but, for the fourth year in a row, marketing budgets will lag behind revenue growth for tech vendors,” said Rich Vancil, group VP-executive advisory group at IDC, during a conference call Tuesday with IDC clients. Revenue will grow by an estimated 4.8% at tech companies this year, according to the survey. “Even with the optimism of 3.7% [marketing budget growth], once we get through the year, it will probably be more like a 2%-to-3% budget increase,” Vancil said. This year, digital marketing will make up about one-third of total marketing spending, up from 29.2% last year. Within digital marketing, the top investment categories for tech marketers are display ads (23.6% of total digital marketing spending); company websites (17.4%); search ads (15.9%); marketing automation (14.9%); email marketing (13.6%); SEO (5.8%); digital events (4.5%); social networks (3.7%); and other websites (0.6%).
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