With the changing nature of online marketing from primarily outbound to significantly inbound marketing, it is anticipated that there will be a change in the way companies earmark budget for various marketing activities.
The house is divided on this. Some marketers say the budget will decrease for some key area, while other says it will increase significantly. To find out which group says what, MarketingSherpa ran a survey taking more than 1,100 marketers as representative sample.
The result was something which any level headed marketers would have expected. Companies across the board are expected to reduce its spending on outbound marketing tools and increase spending on inbound tools. (See image for details).
As the study above suggests, companies will increase the money they earmark for website, search, social media, e-mail, etc. 64% respondents said the companies are waking up to the importance of having a website in their marketing arsenal.
This will, indeed, help the companies broaden their reach. Companies may be late, but it is good that they have woken up to realize the importance of having a website and branded e-mail addresses.
