B2B Marketers Step Up Spending on Content and Mobile

B2B Marketers Step Up Spending on Content and MobileContent marketing and mobile marketing will see a massive infusion of interest among B2B marketers this year, a new report published Tuesday suggests.

Advertising Age estimates that three-quarters of business-to-business marketers will raise content spending in 2014, while just 1.3% revealed plans to decrease their content budget.

Digital is fueling the rise in content marketing, with B2B marketers planning to increase spending in a number of tactics in the category this year. More than 64% of respondents planned to raise email marketing budgets, 63.7% said they would up investments in online video, and 58.2% said the same for social media.

eMarketer today also cited data from a study conducted by Omobono and the Business Marketing Association. The findings indicate that marketers are “putting their money where their successes are.”

Probed to discover which marketing channels were the most effective, more than 7 in 10 US-based B2B marketers reported that email marketing was most effective, followed closely behind by online video, with 58% saying social media.