Annual Advertising and Marketing Study 2012: B2B Advertising

Author: Chuck Richard, VP & Lead Analyst

This is the seventh annual report in our ongoing research and analysis program, and it answers key questions for publishers on what they need to know about their advertisers’ spending and increased use of new media. The data, collected in February and March 2012, quantifies how advertisers plan to change their spending in 2012 and how they rate new media and traditional options, both now competing for their spending. This report continues Outsell’s analysis of what is growing and fading in B2B marketing and advertising across all types of media, providing a unique, comprehensive 360-degree view that advises publishers through actionable insights and recommendations. This is one of three classes of studies we do annually to look at all key money flows that fund the information industry – advertising, enterprises and libraries, and end-users and their departments.
It includes:
- Data on US and B2B advertising and marketing budget allocations and growth rates;
 - Data and analysis on what marketing methods generate the highest return on investment (ROI), according to advertisers;
 - Analysis of spending on advertisers’ own websites;
- Analysis of how advertisers rate the effectiveness of social networking services for marketing and advertising;
- Beyond just new media, an analysis of how advertisers rate the effectiveness of combinations of many specific digital and traditional marketing methods they now spend on, with data on the most important factors in spending allocation;
- Essential actions for publishers and information providers.

Open table of contents

Table of Content

Why This Topic?
Methodology
2012 Total US Advertising and Marketing Spending: Dollars, Share, and Growth
- Total Advertising and Marketing Spending by Media and Method
2012 US B2B Advertising and Marketing Spending: Dollars, Share, and Growth
- Market Overview
- B2B Spending by Industry Sector
- B2B Digital Spending Mix and Growth
- B2B In-Person Events Spending Mix and Growth
- B2B Print Spending Mix and Growth
Key Findings of B2B Advertisers’ Biggest Problems and Drivers of Spending
- Finding 1: Importance of Knowing Whom Advertisers Target: Same Size Syndrome
- Finding 2: Key Advertiser Problems and Pain Points Provide Opportunities
- Finding 3: Most Important Factors in Allocation of Marketing and Advertising Spending
- Finding 4: Marketing Services Window of Opportunity Stays Open for Publishers
New Media Methods: Usage and Ratings
- 2011 Use and 2012 Plans to Use New Marketing Methods
- Mobile – Spending on Apps, Search, Networks, Agencies, and Location-Based Marketing
- Social Media Marketing
- Spending with Networks, Exchanges, and Agencies
Marketing Effectiveness Across a Complex Set of Options
- Effectiveness for Lead Generation and Branding
- Top Three ROI Selections
Essential Actions

Table & Figure Titles

Table 1. Total US Advertising and Marketing Spending, 2011-2012
Figure 1. Total US B2B Advertising and Marketing Spending Growth, 2009-2012
Figure 2. B2B Advertisers Increasing and Decreasing Spending in 2012
Table 2. Total US B2B Advertising and Marketing Spending, 2011-2012
Figure 3. Total B2B Marketing and Advertising, 2012 Allocation and Growth
Table 3. B2B Advertising and Marketing Growth and Top Three Selections by Industry Sector
Figure 4. B2B Digital Marketing and Advertising, 2012 Allocation and Growth
Figure 5. B2B In-Person Events Marketing, 2012 Allocation and Growth
Figure 6. Uplift from Including Events in Lead Generation
Figure 7. B2B Print Marketing and Advertising, 2012 Allocation and Growth
Figure 8. B2B Size of Business Targeted by Advertisers
Figure 9. B2B Advertisers’ Biggest Drawbacks and Problems in Buying Advertising
Figure 10. B2B Most Important Factors in Allocation of Marketing and Advertising Spending
Figure 11. Planning to Use Publishers in 2012 for Services
Table 4. Providers Used by Advertisers for Marketing Services
Figure 12. Creates Value and Likely to Influence Marketing Services Purchase
Figure 13. B2B New Media Use 2011 and Plans to Use in 2012
Figure 14. Percentage of B2B Mobile Spending Across Suppliers and Activities
Figure 15. Effectiveness for Generating Qualified Leads of Social Networking Sites
Figure 16. B2B 2012 Percent Digital Spending with Agencies, Networks, and Exchanges
Figure 17. Lead Generation Effectiveness – Small vs. Large Firms
Figure 18. B2B Branding Effectiveness – Small vs. Large Firms
Figure 19. B2B Frequency of Selection as One of Top Three Highest ROI Methods
Table 5. Top 3 ROI Ratings – Maximum Differences Between Small and Large Firms