A number of marketers plan to increase spending on their campaigns next year, new research shows.

According to BtoB’s 2010 Outlook: Marketing Priorities and Plans survey, 38 per cent of firms expect to increase spending on direct mail, while almost one in five (19.8 per cent) said they will up their expenditure on print advertising.

The survey, which questioned 376 B2B marketers, found that 39 per cent of professionals plan to increase their overall marketing budgets over the next 12 months, while 47 anticipate keeping them flat.

A number of respondents said they expect to focus their marketing efforts on targeted programmes using database marketing, direct mail and other direct marketing techniques.

This year has seen a number of firms trim their budgets in response to the recession, with 63 per cent cutting their spending on events and print advertising and 40 per cent reducing direct mail ad spend.

According to the Marketers’ Internet Ad Barometer, online ad spend is set to grow by 7.6 per cent in 2010.

Posted by Julie Knight, Managing Director – General Marketing, Industry News
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