Cover Story: Media Usage Forecast 2013
6 things you need to know about this year's direct marketing budgets and the channels where they're going
While roughly equal portions of the B-to-C and "Both" segments are increasing spending on acquisition and retention, half of the B-to-B marketers surveyed are putting their money on acquisition. Why is that? Here's what some B-to-B open responses said:
"Customers are all cutting back, so we need to become better at driving customers to our website and then converting."
"In-house list stagnation has driven the need to bring in fresh names."
"New product requiring a new media for marketing."
Several other B-to-B marketers also say they've released new products or acquired a company and, therefore, are selling new products, both of which demand new customers.
On the consumer side, many B-to-C marketers talk about repositioning their products rather than launching or acquiring new ones:
"Changing marketplace and the need to change pricing."
"Market downturn combined with reduction in customer spending forecast for our products in the U.S.A. Increase in forecast for international customer spending."
5. Content Is Still King
Last year, we called content marketing "The Next Big Thing," saying its increase/decrease rate was "comparable to email as a marketing channel—they're market-defining."
When we look at the technologies our respondents are using this year in Chart 3—a question we only asked for the first time last year—it's clear that content marketing is still the No. 1 area of investment, along with blogging, video and webinars, which are all forms of content themselves.
Yet, content marketing's growth is slowing down. Last year, 62 percent of respondents planned to increase spending on it, 20 percent were holding steady and only 17 percent were not using it. This year, 54 percent are increasing spending on content and 22 percent are holding steady. All in all, nearly 77 percent of respondents are using some kind of content marketing.