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2012 Budget Survey Results: Spending Plans Shift Toward Social, Mobile
The Distributed Marketing Blog releases survey results showing how marketers plan to spend next year
The survey asked three questions about marketing objectives and spending plans, along with demographic data showing the size and focus of the marketing organization. About half of the survey respondents (48%) came from small and mid-size businesses, and the rest from large enterprises (52%), with 40% in business to consumer marketing, 38% in business to business marketing, and the rest charged with reaching both consumers and businesses for different segments of their organization.
Detailed summaries of spending plans and priorities are reported in the report, but highlights of the survey results include:
- The reasons why small and large businesses use digital and social media differ widely, with over half (60%) of small businesses viewing social media as a sales channel while about a third (36%) of large companies view it that way.
- Budgets for mobile (55%) edged out social (54%) as the two channels where spending is expected to increase next year, followed by SEO (45%) and email (37%).
- Spending is expected to decline the most for direct mail (45%) and print (41%) marketing.
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