GoToMeeting Corporate Reserarch Report Sample

Respondents were far less likely to have observed actual overall budget increases in 2008 when compared with what they had expected at the end of 2007. A greater proportion is also expecting budget declines to occur, when compared with that anticipating increases, in the coming year.

Overall, we found that marketers are relying on using digital tactics more often than traditional. Company Web Sites and Email are the most frequently used tactics, followed by Public Relations, Tradeshows (in-person) and Search Marketing. Marketers have not yet widely adopted the usage of Virtual Trade Shows (the tactic used least frequently of all studied) and traditional tactics such as Outdoor Media, Radio and TV Advertising are also used on a relatively infrequent basis. Looking at overall usage changes from 2007 to 2008, it is clear that usage rates of digital tactics has remained essentially the same, while the usage of many traditional tactics has declined.

In terms of dollar allocation, traditional tactics and media still command the majority of the marketing budget. While a greater proportion of respondents indicate using their Company Web Site more than any other tactic, this media receives, on average, the sixth-largest budget allocation, behind Tradeshows/Conferences (in person), TV Advertising, Inside Sales/Telemarketing, Direct Mail, and Print Advertising.