Marketers Continue to Shift B-to-B Advertising Dollars to Digital

Advertising Age logoWhether you’re a manufacturer/brand, distributor, rep…or even an integrator selling largely commercial installations…you are a business-to-business or B-to-B marketer. And you’re going to want to pay attention to this new data on marketing trends for B-to-B marketers.

New data released by Advertising Age shows a continued swing away from traditional media to digital media spending by B-to-B marketers. Some of the numbers from this new survey are eye-popping.

See more on Advertising Age’s new B-to-B marketing trends from their latest “Fact Pack”…


Advertising Age magazine surveys marketers every year to follow the latest trends in marketing. In their B-to-B Marketing Fact Pack published in May, Ad Age looks at all forms of marketing and has pointed to an increasing swing toward digital marketing.

Chart Showing Media Spending

80% of marketers will increase their investment in Digital – up from 67% who said so last year. Note that 18.2% say they’ll increase their spending on Print, but 24% will decrease for a net negative. Other categories that will have a net negative spend include TV, Radio and Outdoor.

This is not a new trend, they’ve been noting it for several years now, but the switch to digital shows no signs of slowing down. In fact, the numbers are getting almost unbelievably big. For example, 8 in 10 marketers say they will spend more on digital media this year as compared with last year. Last year, 67% of marketers said they were increasing their spending on digital – so the pace of the shift appears to be increasing.

And just where will marketers put their dollars in digital? Surprisingly, the largest number of marketers, 66.1%, said they will spend it on their Website. The next largest group, 63.6% ,say they’ll spend their money on Email. The top 5 are rounded out with Video (62.9%), Social Media (58.2%) and Search (54.5%).Graph showing where marketers wil spend onlineBy the way, budgets aren’t just swinging to digital – they are increasing overall. According to the Ad Age data, more than half of all of the survey respondents – 52.5% – say their overall 2014 marketing budget will be increased in 2014 over last year’s budget.Graph showing budget changesBy now, most of us are making digital media a part of our overall marketing efforts. But this new data from Advertising Age suggests you may need to increase the percentage of your budget going to digital. In fact, 50%-75% of the survey respondents said they devote almost a quarter of their entire marketing budget (23.5%) to digital media.

Do you?

Visit Advertising Age’s website to learn more: www.adage.com.

About Ted

A sales and marketing specialist - primarily in the technology industry - I've experienced a sort of "circle of life" in business. I've been a mass merchant retailer, a specialty retailer, a specialty manufacturer, a large volume manufacturer, a distributor, and even represented sales representatives. Now the owner of a marketing company that works with a variety of businesses on improving their strategic marketing and business development - I analyze issues from all angles to develop holistic solutions.

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