Marketers Will Spend More on Digital Than Print in 2010

We in the B-to-B world realize that digital is fast becoming a very acceptable vehicle which none of us a few years ago would have thought that it would have grown at such a fast pace. In our space, digital will have a role but I don’t believe it will catch up to the consumer side of things. While the enclosed study is primarily focused at the B-to-C side of things, it should be a gauge for us as to things come.

Outsell, which provides research and advisory services to the publishing and information industries, surveyed more than 1,000 US advertisers in December 2009 for its annual “Marketing and Advertising Study 2010.”

This marketing and ad spending study forecasts spending, share, and growth for five media types—online, events, print, TV/radio, and PR/other—and methods used within each, from social networking to mobile/wireless marketing.

In what it calls “an industry milestone crossover event,” US companies will spend more this year on digital and online advertising and marketing than on print for the first time ever.

“Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding. As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options,” said Chuck Richard, Vice President and Lead Analyst, Outsell.

Some nuggets from this report:

  • Companies will spend 119.6 billion dollars on online and digital strategies and 111.5 billion dollars on newspaper and magazine advertisements and other print campaigns
  • US spending on advertising and marketing projected to increase by 1.2 percent in 2010 to 368 billion dollars
  • Spending on newspaper advertising expected to drop 8.2 percent to 27 billion dollars
  • Spending on direct mail marketing campaigns could rise 2.7 percent to 24.4 billion dollars and spending on custom print publications would be 3.0 percent higher at 19.3 billion dollars
  • Spending on print directories would fall 8.3 percent to 11.6 billion dollars
  • Spending on print newsletters would be flat at 11.4 billion dollars
  • Spending on television advertising was forecast to drop 6.5 percent to 59.6 billion dollars
  • Print magazine advertising could be up 1.9 percent to $9.4 billion
  • Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters
  • B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods
  • 51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), Twitter (35 percent) and MySpace (25 percent)

“2010 will not suddenly erase the painful memory of crumbling ad spending in 2009, but it will provide much closer to a flat year for several of the traditional media types,” Outsell said.

The entire 33 page report is available for download for a fee by clicking here

Other posts that might be of interest:

Social Media: Will be Focus of B-to-B Marketers in 2010

B-to-B Marketers: Social Networks Top Priority for 2010


Share this:

Industrial B-to-B: Making the Most of Your Digital Efforts

digital-marketingAs the economy softens, all of us are looking for opportunities to expand or protect our position in the marketplace. Researchers and analysts all indicate that digital spending will increase or at least remain the same for 2009.

Marketers are still spending advertising and marketing dollars online because this channel is extremely measurable and can be tied directly to return on investment. To maximize your investments, here are the top 5 ways to invest in your digital channel for 2009:

1. Search Engine Optimization (SEO)

Outside of your own primary web site, Google is the next important to most companies. Making sure you rank high for the kind of content your target audience is searching for is critical to generating leads. Every search engine optimization (SEO) strategy begins with the basics: search engine-friendly site design and architecture, and the fundamentals of key word research and content development. Take your SEO strategy to the next level by implementing best practices and staying on top of emerging optimization tactics.

2. Paid Search (Search Engine Marketing)

Targeting key words and phrases for your marketing campaigns can pay off in both the short and long term and is a great complement to SEO. Search advertising with Google, Yahoo, Microsoft Live Search and other providers can be an efficient and effective way to advertise online. Starting with the fundamentals and advancing to expert tactics, you’ll learn how to build and optimize successful pay-per-click (PPC) advertising campaigns. Engaging with a partner in your paid search campaigns can yield 40% or greater ROI.

3. Landing Page Optimization

A landing page is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific key words or phrases for indexing by search engines. By optimizing your landing pages for SEO, paid search, and e-mail marketing, you can significantly increase conversion and lead capture rates.

4. Don’t Waste Leads

Stop wasting leads that aren’t sales-ready and start using lead nurturing to build relationships so that when they are ready to buy, you’re positioned to win. In a recession, new prospects are less likely to be looking to purchase right away — which means they are less likely to want to talk to a sales rep. Lead nurturing is even more critical in a recession to ensure you convert the precious dollars you spend acquiring prospects into revenue.

5. Engage Your Customers in a Relevant Dialogue

People are looking online for relevant content to their current problems. Start thinking of your web site in terms of what is and what is not relevant to your end-customers and identify and extract thought leadership in your organization. Thought leadership is found in people, not departments and roles. Most organizations have certain employees that always have ideas or are a step ahead of the organization. Incent those employees to come forward and start providing content through your web site to provide value for your customers.


Share this: