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Content, Mobile New Focus for B2B in 2014
Kate Maddox / Ad Age / January 6, 2014
As new media channels such as social and mobile give marketers more ways to reach target audiences, B2B marketers are shifting greater portions of their budgets to digital, according to Advertising Age’s 2014 B2B Outlook: Marketing Priorities and Plans survey
The biggest boost will be seen in digital spending, with 79.9 percent of B2B marketers planning to increase that spending next year, up from 67 percent last year.
That increase will result in a greater portion of budgets going to digital. This year, 38.7 percent of B2B marketers said they will spend 30 percent or more of their budgets on digital, up from 30 percent last year. Content and mobile marketing move into the forefront, with most marketers planning to invest more of their energy and resources on both this year.
Tellabs, with a slightly reduced overall budget this year, is a good example of these trends. “Our 2014 budget continues to emphasize content, digital media, and events. We plan to rebuild our website in 2014. We’ll add responsive design to make the site even friendlier to smartphones. We’ll build a broader content management system to make all our web content easier to freshen up. And we’ll intensify our focus on website conversions in order to strengthen overall demand generation results,” said George Steinitzer, VP-communications, Tellabs.