2008: B-to-B Marketing Preview

It comes as no surprise that b-to-b marketers plan to increase their spending online and decrease print advertising in 2008. What may surprise folks, however, is that spend on direct mail and events is forecasted to rise in 2008.

We’re finding this to hold true with our own clients, too. I think this is because, in our technology-driven lives, we welcome a chance to re-connect with folks in a tangible, one-to-one way. Whereas maybe three years ago direct mail effectiveness was on the decline, folks are so overwhelmed now with email and online banter that they are starting to glaze over those and once again pay attention to what’s coming in the mail, especially if the creative is eye-catching and the offer relevant. And as great as virtual tradeshows are, you can’t beat the chance to pitch your product or service face-to-face at an event. Besides, we wouldn’t want to put the tchotchkes vendors out of business. 😉

In other forecasting news, the same study found that two-thirds of b-to-b marketers plan on increasing their overall marketing budgets – largely because they also plan on embarking on new campaigns. And, in terms of what online areas marketers will invest in, Website, Webcasts, email, search and video leads the pack. Finally, despite all of 2007’s hype around social media, only 20% of marketers are currently using it as part of their strategy and 69% are not planning to increase spend in this area.

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