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A couple posts ago I talked about creating an integrated marketing plan. I’m sure some of you thought it seemed like too much bother. It is a lot of work, but can save you time and money in the long run. Especially with current concerns over the economy, smart marketing is the only way to go. In a B-to-B Marketing Trends Report by the ISBM (Institute for the Study of Business Markets), the number one reported need of marketers was to develop approaches and methods to better understand what customers really need, beyond what they can say or articulate. They wanted opportunities to create real value. This is where an integrated marketing plan can help.

For example, according to a recent report released by IDC, tech marketing spending is expected to increase this year, although at a slower rate than last year. What this means is that tech marketers need to be especially vigilant deciding where to spend their budget. In terms of where marketing program dollars will be spent this year, the report states that events are expected to get the largest share of the pie (19.1%), followed by advertising (17.9%), marketing support and sales tools (14.6%), direct marketing (13.3%), online and interactive marketing (9.9%), public relations (6.3%), collateral (6.3%), research (5.1%), web (3.6%), analyst relations (2.2%) and other (1.7%). (more…)