Political advertising reached $9.8 billion in the 2016 election year, marking a more than 4% increase from the 2012 election cycle ($9.4 billion) and representing a new record.
Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers.
Marketers—especially business-to-business marketers—use events, not only to network or target C-suite execs, but also to generate demand.
Broadcast TV will boast the lion’s share of ad dollars, at nearly 52%, and the majority of those dollars will be spent on national campaigns.
B2B marketers will average an increase of 6% in their budgets this year, with 51% expecting budget increases as opposed to 8% seeing decreases.
Email marketing (house list), with 66% rating this channel as having a very (30.4%) or somewhat (35.6%) low cost.
Emails (97%), websites (92%) and social media (87%) are the online channels most commonly used to promote events.
Digital media is expected to account for a majority 55.7% share of auto manufacturers’ ad spending next year, up from 44.9% share this year.
41% of US B2B marketing professionals planned to increase spending on demand generation next year, compared with 17% who said they’d decrease investments.