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DIGITAL MARKETING NEWS: Marketers enjoy increase to digital budgets says IAB

Digital marketing budgets have increased for 2011 and video is being used for brand awareness, according to a snapshot survey by the Internet Advertising Bureau (IAB).

Two thirds of marketers surveyed said their digital budgets had increased this year, and 40 per cent said they plan to use video to increase brand awareness.

The positive feelings towards digital marketing techniques has lead the IAB to release a whitepaper on the use of video in B2B. The Online Video Toolkit offers insight into why online video is so relevant, how to develop a content strategy and how to utilise this technique.

Chris Probert, project manager at the IAB said, “The IAB’s B2B Market Snapshot for 2011 shows us that the B2B sector is continuing its shift online with nearly two-thirds of respondents reporting increased digital marketing budgets.

As 9 in 10 also confirmed to us they are using digital to strengthen their brands online, our B2B council has released an online video toolkit to help B2B marketers get the most out of the channel. With 90 per cent of internet traffic expected to be taken up by online video in 2013, now is the opportune time for B2B marketers to embrace video content within their digital marketing strategies.”

The Video Toolkit is available to download from the IAB website.