IT vendors' marketing budgets will increase by an average three per cent during the first six months of 2005, industry experts have predicted.
IDC's CMO Advisory research service said that, while many vendors are planning to keep marketing budgets flat or make incremental investments, nearly half plan to increase marketing budgets by five per cent or more.
The analyst firm expects that marketing spend may accelerate during the remainder of 2005, depending on overall IT spending levels, which are a leading indicator of marketing investment increases. It is forecasting a six per cent increase in worldwide IT spending for 2005.
In addition to these spending trends, IDC's latest research identifies a new breed of technology marketing leader.
It estimates that about 20 per cent of marketers are viewed as holding a "leadership" position through successes in execution, organisational co-ordination and performance measurement capabilities.
"Marketing leaders view their role as the 'voice of the customer' during product and strategy discussions," said Michael Gerard, research director for IDC's CMO Advisory research service.
"They share a seat at the table with the chief executive, they are empowered with appropriate resources and resource increases, and they run an efficient and accountable marketing organisation."
IDC believes that this group of marketing leaders is driving the tech vendors planning to expand marketing investment by at least 10 per cent in 2005.
"While the objective is not to be the vendor with the largest marketing budget, it is apparent that budget increases correlate well to those marketers who have demonstrated execution success," explained Gerard.
"These leaders have successfully secured additional investment to pursue the next phase of their marketing strategy. By their actions, these leaders are seen in sharp contrast to the majority of companies which remain at high risk of being under-funded."
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