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Jan 25, 2011

New Chart: Changes to the Marketing Budget Landscape in 2011

SUMMARY: As marketing strategies evolve from outbound to inbound tactics, there is also a shift in the ways in which money and resources are spent.

We asked more than 1,100 marketers how they foresaw budgets changing in 2011 for the following marketing tactics. Find out the results in this week’s chart.
by Jeff Rice, Research Analyst

Organizations increasing and decreasing marketing budgets - the impact on tactics

View Chart Online
Click here to see a larger, printable version of this chart

The shift in budgets from offline to online tactics continues. While the majority of organizations will increase online budgets in 2011 (with very few reporting a decrease) those organizations decreasing budgets for direct mail, print ads and broadcast ads far outweigh those planning an increase.

The traditional online workhorse tactics -- website, search and email -- continue to receive the budget increases they deserve. New to this exclusive group benefiting from budget increases is social media marketing. Social marketing is still in the early stages of proving its business value, but expectations are high and so is the financial commitment to succeed.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Email Marketing Benchmark Report.

Useful links related to this chart

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Members Library -- New Chart: Expected Changes in B2B Marketing Budgets for 2011

Members Library -- New Chart: The Allocation of SEO Budgets

See Also:

Comments about this Chart

Jan 26, 2011 - Gordon Graham of ThatWhitePaperGuy says:
Where do you include content development for pieces like customer stories, white papers, videos and audios? Is this all part of the same bucket as "website"? If so, it would be more useful to break that out explicitly. If not, I suggest you include it in your next survey. MarketingSherpa used to mention case studies and white papers in your research, but lately you haven't. I think this is a major oversight. One common and effective tactic marketers are using is to divert budget from old-fashioned items like print advertising, into original content creation. Social media in itself can't accomplish much without pointing to some useful content.

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