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

Objectives

As digital marketing becomes more mainstream, ABM members wonder how it will impact their business. But most research on digital marketing only addresses consumer marketing, not B2B. ABM engaged Forrester Consulting for an independent analysis of the trends in B2B digital marketing spend across 21 categories of B2B marketers.

Specifically, the project addressed the following questions:

What percent of marketing spend do B2B marketers allocate to digital media?

What is the value proposition of digital marketing and how big a role will it play in the future?

What are the perceived strengths and weaknesses of each element of the B2B marketing mix?

How will spending on digital marketing change in the next three years and where will the money come from?

For each of the 21 categories of B2B marketers, what percentage of the budget is currently being spent on digital media and how important will digital media become in the next three years?

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