Chief Marketing Officer
Council World Wide
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| The largest increase next year is to come from B2B service companies (doubling to nearly 12%) and, in fact, B2B priorities are leading the way across the board, with a sharp increase in all B2B marketing spend on both products and services. (August 2010) This reflects what we have noticed this year at TMMC, as does the finding that over 72% of companies are outsourcing some or all of their marketing. We think this is a result of the recession, and the sharp evolution of social media and social media marketing, which has left many companies understaffed and struggling with a skills shortage in this key area. (August 2010) Whilst 65% of SME's ignore SEO that means 35% are predicting an increase in marketing spend, with SEO coming out as the most important medium. (August 2010) Worldwide, there was a 10.5 per cent fall in the amount of advertising spending, to just $465.1 billion last year, but online marketing budgets increased by 2 per cent last year to $55.2 billion. (August 2010) The government has spent £6m on search engine marketing over the past two financial years, according to newly released figures seen by the BBC. (August 2010) Over 1.2 billion searches are conducted every month in the UK and 88% of internet users regularly visit search engines – this spending is a cost effective way of getting important information to a large audience. (August 2010) According to the Royal Mail’s second annual confidence tracker poll, conducted in partnership with The Marketing Society, found that a third of the UK's top marketing directors anticipated an increase in marketing spend in the second half of 2010. More importantly, only 13% of those polled expected their budgets to be cut. (August 2010) Last year, 26% of the marketing directors surveyed expected an increase in their marketing spend, and an almost equal number (25%) expected a decrease. (August 2010) By comparison, Econsultancy's Marketing Budgets 2010 survey, carried out at the beginning of the year, found that 46% of companies were planning to increase their overall marketing budget, and 42% were planning to keep spending at 2009 levels. (August 2010) Only 13% said they would be reducing their overall marketing budget. (August 2010) | The study found that CMOs are decreasing their traditional advertising (print, radio, TV) spend by 7.9% while increasing their overall Internet marketing (online advertising, social media, search engine optimization) spend by 9.5%. (August 2010) It was noted that the previous year, CMOs reduced their overall marketing consulting spend by 4.5% for cost cutting measures. (August 2010) With a 5.9% average increase in marketing budgets, Internet marketing is the beneficiary of overall budget with 12.2%; social and traditional CRM accounts for 9.9%; the introduction of new products checks in at 6.9%. Traditional advertising on the other hand is estimated to fall 2.5%. (August 2010) As reported in the research, social media budgets will spring from 5.6% to 9.9% this year. However, over the next five years, social media budgets will swell to 17.7% of the total marketing spend. (August 2010) Continuing the trend in aggressive expansion, B2B companies plan the greatest increase in social media spending this year, jumping to 11% from 6.5% last year (August 2010) Branding plays a pivotal role in B2B marketing over the next 12 months, increasing spending by 11.8% compared to only 4.3 across other sectors. The socialization and modernization of CRM is also pivotal to B2B growth, representing a 16.6% rise compared to 7.5% across all other sectors. (August 2010) Social media spending is expected to jump from 7.5% to 11.6% within the next year and upwards of 19% over the next five years. (August 2010) In comparison, B2B product and B2B services will scale to 15.3% and 18.9% respectively. (August 2010) B2C services trails, however social media spending continues to bloom from 2.9% to 6.9%. (August 2010) Marketing Spend (July 2010) | |||
