Video Shows the Greatest Growth in B2B Content Marketing

Webcasts and webinars are expected to take up the lion’s share of B2B marketing budgets in 2014.

AdAge has just released their B2B Outlook for 2014 and traditional marketing avenues remain flat across the board, when it comes to budgeting. Survey results for marketing priorities and plans show increases in digital, video and mobile this year in terms of budget expenditures. Increased digital spending will be increased the most according to the survey.

On the digital spending side of things, the Advertising Age survey reports that about 80% of marketing budgets will jump. 52.5% of marketers surveyed say they will increase their marketing budgets in 2014. This is 13% higher than last year. Mobile, and social marketing are the buzzwords in B2B content marketing. Surprisingly, telemarketing and events are also expected to show growth this year. In most marketers’ opinions, telemarketing has gone the way of the dinosaur and events are a grand expenditure.

Digital, however is on every marketers’ mind. In fact, two-thirds of respondents said they would spend 25% or more of their budgets on digital and 10% said digital would comprise 75-100% of their marketing budgets. The question posed “For the following platforms, which of these do you plan in increase spending on this year,” showed Websites are most likely to see an increase. Two-thirds of the respondents said they would increase spending on Websites. However, that was down 4% from last year.

Interestingly, webcasts and webinars were pulled out of this question category, relative to last year, and they show the largest amount of growth for year over year figures. This “video” category includes live video streaming, pre-recorded ads and other video related marketing materials. After webcasts and webinars at 7.9% growth, mobile shows the greatest growth in spending at 7.3% in strictly B2B marketing.

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