About 74 percent of small U.S. business-to-business advertisers are either increasing spending over 2008 or keeping it level, according to an Outsell survey of 1,019 U.S. and U.K. advertisers. About 26 percent of these smaller companies are reducing budgets, in contrast with the 40 percent of large B2B advertisers who forecast cuts.
But here's an interesting angle, something other surveys also are showing: small firms increasingly see spending on Web sites as "advertising" and Web site spending is the largest single category of online expense.
Spending on their own Web sites remains the largest item for B2B advertisers, at 59.1 percent and 51.1 percent of total online budgets for small and large firms, respectively.
Online marketing/ad spending is growing among U.S. B2B companies in general—up 8.2 percent from last year among smaller firms, and up 0.4 percent for larger ones.
Small U.S. B2B companies are also growing spending more than 10 percent each for keyword buys on search engine sites, e-mail marketing, industry-specific sites, and webinars.
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