As we enter the last 6 months of 2014, investing in digital spending is quickly becoming a priority with b-to-b marketers. As ROI and creating a streamlined customer experience continues to prove the power of digital spending, we’re seeing a steep drop in traditional marketing dollars as digital strategy grabs a bigger slice of the overall budget. Digital marketing provides a cost-effective, metrics-driven, brand awareness to businesses of all sizes. By investing in digital, b-to-b marketers are nimble and engage more qualified audience for their products. Here are 4 key takeaways of this digital spending study conducted by Ad Age. * Almost a quarter (23.5%) of b-to-b marketers expect to spend between 50% and 74% of their budgets on digital this year, up from 17% in 2013. * There is a notable decrease in traditional media spend such as Print (-24% decrease) TV (-7.2%) and Radio (-6.9%). *Website improvements and spending trends are on the rise with +66.1% increase over last year. *Investing in video and social media is high on the digital priority list. This year, companies will allocate 62% more to Video and Social Media spending will increase by 58%. With digital strategy on the rise, is your organization embracing new opportunities?

1. DIGITAL SPENDING TRENDS
2014
DIGITAL SPENDING IN 2013 VS. 2014
Out of those surveyed, nearly +80% of businesses plan on increasing digital spending, continuing the upward trend of digital
marketing, and a decrease in traditional media spend such as Print (-24% decrease) TV (-7.2%) and Radio (-6.9%)
Website spending trends continue to be strong in 2014 with +66.1% increase of those polled. Social media (+58.2%) Video
(+62.9%) and Search Engine Marketing (+54.5%) continue to dominate upward trends with online spending.
DOWNDOWNUPDOWNDOWNFLATUPUPFLAT
1%-4%
5%-9%
10%-14%
15%-19%
20%-24%
25%-29%
30%-49%
50%-74%
75%-100%
2013
2014
2014
2013
4.9%
6.7%
10.4%
2013
2014
2013
2014
8.5%
8.5%
11.0%
2013
2014
2013
2014
2013
2014
16.5%
23.5%
10.1%
8.3%
10.8%
9.5%
11.4%
9.8%
11.4%
12.6%
16.9%
9.2%
MEDIA SPENDING
DIGITAL
PRINT
EVENTS
DIRECT MAIL
TELEMARKETING
TV
RADIO
OUTDOOR
2.4%
24.0%
13.7%
10.6%
7.6%
7.2%
6.9%
10.3%
79.9%
18.2%
48.3%
34.4%
26.3%
3.9%
5.9%
4.3%
17.7%
57.8%
38.0%
55.0%
66.0%
88.9%
87.2%
85.4%
NO CHANGE
ONLINE SPENDING
SOCIAL MEDIA
BANNERS
SPONSORSHIPS
WEBCASTS
VIDEO
SEARCH
MOBILE
2.2%
9.5%
9.2%
2.9%
1.6%
3.8%
1.0%
58.2%
34.0%
28.6%
51.4%
62.9%
54.5%
42.3%
EMAIL 2.2% 63.6%
WEBSITE 2.2% 66.1%
DECREASE INCREASE
_ +
NO CHANGEDECREASE INCREASE
_ +
39.6%
34.3%
31.7%
56.5%
62.2%
45.7%
35.6%
41.7%
56.7%
Percentage of digital spending in a b-to-b marketers budget
2013
2014
2013
SOURCES
"Advertising Age - B-To-B Marketing Fact Pack 2014"
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2014