The investment of historically conservative B2B marketers are change, they are now not only investing in interactive marketing, but they actually shifting their marketing budget towards online channels.
B2B interactive marketing spending will climb to nearly $4.8 billion in 2014 as interactive channels continue to grab a larger share of the marketing pie. B2B marketers will continue to invest heavily in paid search but will also begin to invest in display advertising and emerging marketing tactics, such as social and mobile marketing. According Forrester’s predicting.
It is a significant uptick in internet marketing by those in the B2B space. And in fact, it’s predicting spend will almost double over the next five years–going from $2.3 billion in 2009 to $4.8 billion in 2014!
B2B marketers spent $11 million on social marketing in 2009, and that number will increase to $54 million in 2014. Despite small budgetary spending, social media’s impact far outweighs its current budget figure, as many of social marketing’s costs (time, staffing, and training) are difficult to quantify. Still, traditionally conservative B2B marketers are beginning to see the benefits of investing in social marketing, especially through the use of exclusive communities and online events to share information both with clients and internal stakeholders.
Above figure tell us the fact that paid search is the biggest area B2B marketers will invest, because it’s a channel with controlled spending and measurable ROI.
However, to make the most of these investments work, B2B marketers DO NEED focus on creating online customer interactions instead of just driving leads, and they also need to develop a central team to direct emerging media strategy.