3 Of 5 Will Have More Marketing $$ In 2006

A BtoB online survey "2006 Marketing Priorities and Plans" of 366 senior marketing executives, conducted during the last week of November and the first week of December, found that 60.7% will be working with bigger budgets in 2006. Kate Maddox of BtoBOnline reports that 31.6% said their budgets would be flat. And only 7.7% said their budgets would decrease. The optimism is eleven points over last year.

- 81.0% of marketers plan no changes in their broadcast spending
- 80.0% will not change outdoor spending
- 46.0% plan no changes in their print and event marketing budgets
- 21.0% of respondents will decrease print advertising
- 15.0% will reduce outdoor advertising
- 14.0% will decrease events and telemarketing spending

Primary marketing goals found in the study included:

- 60.0% of respondents who said their primary marketing goal will be customer acquisition
- 20.8% who said brand awareness
- 11.5% who said customer retention

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