SEARCH NEWS: IT marketers target ROI, says Benchmarking Report

Marketing budgets in the technology sector look set to rise, on average, over the next 12 months, according to a new Benchmarking Report by B2B Marketing, produced by McCallum Layton in association with Gyro.

The survey shows that almost half of respondents – who were marketing decision makers in technology companies – expect their marketing budgets to increase in the year, and another 35 per cent predict budgets to remain static. This positive attitude emerges despite the poor economic climate that has restricted the ability of business customers to invest in new IT.

Other findings highlight that traditional communications channels remain favoured within the technology sector, with email and third-party events resulting as the most popular marketing tools at present. On the contrary, more hyped alternatives, such as content marketing, video and online events, are used significantly less.

Measurement is an issue of growing concern among IT marketers, as over half of respondents say the amount of marketing spend that can be measured has increased over the last 12 months, against 46 per cent who say this has remained static. Just over half also claim they can measure at least 50 per cent of their marketing budget, although worryingly one in 10 say they don’t know how much can be measured.

"Marketers are currently faced with new challenges and look at new technological tools and techniques available on the market to pursue their objectives.” says Joel Harrison, editor of B2B Marketing. “By providing insights into the latest marketing trends in the technology sector, this benchmarking report enables marketers to evaluate their current activity against the sector’s main tendencies, as well as to qualify their own results and optimise the technological equipment in use.”

B2B Marketing’s Technology Marketing Benchmarking Report involved 221 client-side marketers mainly based in the UK. Three quarters of them had operations abroad.

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