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Entire contents © 2005  Forrester Research, Inc. All rights reserved.

Online Marketers Have Already Shifted 24% of the Budget to Online

6.18

18.17

1.83

2.18

5.70

4.20

3.31

3.37

4.52

10.09

5.82

5.06

7.42

7.77

14.37

0.00

0.17

1.83

2.81

4.25

5.80

6.44

6.75

7.73

8.22

8.58

8.98

9.90

12.20

16.34

Other Online Marketing

Online Advertising

Other*

Printed directories

Public relations

Radio

Printed newsletters

General business magazines

Custom publications

Your company’s Web site*

Industry-specific / trade magazines

Newspapers

Direct mail

Television

In-person events

Offline marketers

Online marketers

“Using your best estimate, what percent of your business-to-business/trade marketing budget was spent on each of the following marketing tactics in 2005?”

(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)

Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005.

*Adjusted for offline marketers.

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