2012 Media Usage Survey Extra: Where Are B-to-B Marketers Putting Their Money?

Chart 2: Comparing 2012 to 2011, do you plan for spending to increase, decrease or stay the same on these media?

Chart 3: Compared to 2011, are you planning to increase, decrease or stay the same in using these marketing technologies?

The 2012 Target Marketing Media Usage Survey results have been released in the March issue of Target Marketing magazine. In that article, you’ll find composite results of where all responding marketers are allocating their direct response marketing budgets in terms of media, and also what technologies they’re investing in. Here, let’s take a deeper look at how specifically B-to-B companies are investing their budgets.

The charts in the media player at right contain the composite results as they appear in the article. Below are the answers that just the dedicated B-to-B marketers gave to these questions.

1. For each of the following direct marketing methods, do you plan to increase, decrease or keep consistent your 2012 budget? (B-to-B answers only.)

Advertising on outside websites

  • Increase 32%
  • Decrease 7%
  • Stay the same 29%
  • Do not use 33%

Affiliate marketing

  • Increase 16%
  • Decrease 6%
  • Stay the same 34%
  • Do not use 44%

Direct mail

  • Increase 34%
  • Decrease 13%
  • Stay the same 35%
  • Do not use 18%

DR radio

  • Increase 6%
  • Decrease 1%
  • Stay the same 5%
  • Do not use 88%

DR space (magazine, newspaper, etc.)

  • Increase 23%
  • Decrease 10%
  • Stay the same 22%
  • Do not use 45%

DR television

  • Increase 4%
  • Decrease 1%
  • Stay the same 5%
  • Do not use 91%

Email

  • Increase 65%
  • Decrease 3%
  • Stay the same 29%
  • Do not use 3%

Insert media (package inserts, FSIs, etc.)

  • Increase 8%
  • Decrease 5%
  • Stay the same 22%
  • Do not use 65%

Mobile marketing via mobile web/apps

  • Increase 30%
  • Decrease 1%
  • Stay the same 12%
  • Do not use 57%

Mobile marketing via text/sms/phone

  • Increase 21%
  • Decrease 1%
  • Stay the same 12%
  • Do not use 66%

Search engine marketing

  • Increase 52%
  • Decrease 3%
  • Stay the same 26%
  • Do not use 19%

Search engine optimization

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Related Content
Comments