Almost half of global technology advertising budgets will be spent online next year as lead generation continues to dominate the tech marketing agenda.
The 2004 IT Marketing Trends Study, released by Bitpipe and Sam Whitmore's Media Survey, predicts that 2004 expenditures for online lead generation will rise to 45 per cent of the total IT marketing budget, from 40 per cent last year.
The study, which measured the spending plans for more than 350 technology advertisers, indicated that online advertising's share of the budget will rise from 14 to 16 per cent, while online sales lead generation will increase its share of spending from 26 to 28 per cent.
It found that webcasts and email newsletters registered the biggest jump in popularity during 2003, and are poised to become even more important tools next year as the use of online lead generation tools grows.
Almost three quarters of respondents said they would use webcasts in 2004, compared to 55 per cent this year.
Similarly, advertising in email newsletters is expected to grow 27 per cent within the companies surveyed: this year only 44 per cent of respondents planned to advertise in email newsletters, but that figure is expected to rise to 60 per cent in 2004.
"The data on 2004 spending plans for technology companies indicates a strong trend towards online sales lead generation; 73 per cent of the companies surveyed are planning to do more online sales lead generation programmes in 2004 than in 2003," said Jay Habegger, chief executive officer of Bitpipe.
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