Though most B2B marketers are not revising their marketing budgets in response to concerns about the economy, others are making adjustments this year, according to a survey by BtoB magazine.
The online survey of 684 B2B marketers conducted during the last week of January and the first week of February found as follows:
- 58.3% of marketers have not revised their original 2008 marketing budgets in response to concerns about a possible recession in the US.
- 29.4% have revised their marketing budgets down due to recessionary concerns.
- 12.3% have revised their budgets up.
Among those who have revised their budgets down, the channels cited as likely to undergo declines:
- Print (cited by 45.3% of marketers)
- Events (17.3%)
- Broadcast (10.0%)
- Direct (8.7%)
- Online (6.0%)
- Outdoor (2.0%)
- Other (10.7%).
Among those who have revised their budgets up, the area likely to undergo the greatest increase:
- Online (48.5%)
- Direct (16.5%)
- Events (13.5%)
- Print (9.0%)
- Broadcast (3.0%)
- Outdoor (0.4%)
- Other (9.1%)
