“Just over half” of B2B marketers have left their estimated budgets for 2008 alone despite fears of a recession in the U.S. economy. About 30 percent have trimmed what they were expected to spend, with most (45 percent) of those making cuts saying print budgets were getting hit the heaviest.
Conversely, the 12 percent that were increasing their budgets said almost half the newly allocated money, 48 percent, would go to online efforts.
So B2B marketers are following roughly the same outline established by other marketers in finding more value online in 2008 than they do in print. They’re likely driven there by the lower prices (something that’s going to change with time) and the stronger, more direct call to action they can include in their messaging.