Majority of Technology Marketers Plan Budget Increases for 2012 | IDG Knowledge Hub - 0 views
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technology marketers B2B BtoB business-to-business marketing lead generation content marketing social+media tools budget
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As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%. As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.
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Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012. Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs. Agencies are much mo
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s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure. Not surprisingly, 18- to 34-year-olds are most active with social media. According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.
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Approximately two-thirds of the marketers indicate they will outsource one or more projects involving content creation, creative development, ad unit creation and online production/services.
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Event spending will rise sharply as 70% of respondents plan on increases for 2012 with a significant shift to small/local roundtable programs and virtual events.
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An amazing 95% of the respondents watch tech videos and three-quarters of them share or post video. What respondents look for in video varies from one region to another with in-depth product reviews and how-to videos being of most interest. Most people said they watch on their computers with the majority of viewings after business hours and on weekends.