Small B-to-B Advertisers Planning to Spend Big This Year
Small advertisers are big spenders this year despite the economic crisis, according to a recently published survey from Outsell, a research firm focused on the publishing, information and education industries.
Outsell surveyed 1,019 U.S.-based and 204 U.K.-based advertisers that targeted consumers, businesses and health care markets in February 2009. Data on firms that target businesses revealed the following:
- Of small, U.S.-based B-to-B advertisers, 74 percent are either increasing spending over 2008 or keeping it level, while 26 percent are reducing budgets. By comparison, 40 percent of large B-to-B advertisers are forecasting cuts.
- Online marketing/ad spending is up 8.2 percent from last year among smaller firms and 0.4 percent for larger ones.
- Spending on companies’ own Web sites remains the largest online line item for B-to-B advertisers, at 59.1 percent of total online budgets for small firms and 51.1 percent for large firms.
- Small, U.S.-based B-to-B companies are increasing their spending more than 10 percent each for keyword buys on search engines, e-mail marketing, industry-specific sites and webinars.