Seventy percent of marketing decision makers report that their organizations currently practice integrated marketing, a marketing plan that coordinates online and offline marketing efforts, according to the “B-to-B eMarketing Survey” released last month by marketing services provider Epsilon. The survey of 175 U.S.-based marketing executives also revealed the following:
* 70 percent of companies report that the same person controls both traditional and interactive marketing budgets.
* 46 percent allocate marketing budgets by channel using rough estimates based on past experience.
* 23 percent allocate marketing budgets by channel using modeling and planning techniques.
* 19 percent give each channel a fixed allocation.
* 11 percent let their agencies do the planning for marketing budgets.
Source: Epsilon’s “B-to-B eMarketing Survey,” www.epsilon.com