2. Marco Teórico
2.1 Lactancia materna: fundamentos y beneficios
2.1.2 Beneficios
Overall Trends for 2010
Outsell’s “Annual Advertising and Marketing Study 2010” collected data from 1,008 U.S. advertisers and found that B2B advertising and marketing spending will increase this year by 0.8% to $129 billion.198
BtoB Online’s “2010 Outlook: Marketing Priorities and Plans” survey relates the marketing goals of 376 B2B marketers for 2010. Of these, “73.4% plan to increase
194“Free Shipping a Must for Small Business Online Purchases.” Staples, August 4, 2010. http://investor.staples.com/phoenix.zhtml?c=96244&p=RssLanding&cat=news&id=1456280
195 Cardona, Mercedes. “Staples Expands into IT Outsourcing for Small Businesses.” Daily Finance, February 16, 2010. http://www.dailyfinance.com/story/company-news/staples-expands-into-it-outsourcing-for-small-businesses- embarg/19357342/
196 “Business Resource Center.” Office Depot. http://www.officedepot.com/a/business-resource-center/ 197 “Office Depot Survey Reveals That ‘Saving Money’ and ‘Economic Issues’ Continue to be at the Forefront of Small Businesses.” Office Depot Media Relations, August 19, 2010.
http://mediarelations.officedepot.com/phoenix.zhtml?c=140162&p=irol-newsArticle&ID=1461533&highlight= 198 “B2B Marketers Up Social Spend.” eMarketer. March 17, 2010.
their online spending; 38.0% plan to increase direct mail; 35.7% plan to boost events; and 19.8% say they will increase print advertising.”199 Other plans are visually
represented below:
2010 Plans for B2B Marketing
199 Maddox, Kate. “Nearly 40% of Marketers Plan to Boost Budgets.” B to B Online. November 16, 2009. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20091116/FREE/311169986
Source: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20091116/FREE/311169986
A detailed break-down of the spending patterns for B2B advertising in 2008 is presented by BtoB Online based on ad spending data from TNS Media Intelligence’s most recent report:200
Overall Print Ad Spend
The same study by Outsell mentioned earlier found that for the first time, in both consumer and B2B advertising, advertisers will spend more on digital than on print: “Of the $368 billion marketers plan to spend this year, 32.5% will go toward digital; 30.3% to print.”201 However, “Ad spending for magazines will rise this year by 1.9%,
to $9.4 billion. That number reflects a spending boost of 4.2% for consumer titles and 1% for B2B.”202 “Magazines” as a category includes more publications than just
the business-to-business publications mentioned above.
Data from American Business Media’s Business Information Network shows that total ad pages for business-to-business publications fell “4.7% from 51,010 in April 2009 to 48,609 in April 2010, while total revenues fell 4% to $606 million.”203 The
decreases were then examined by category or industry: “transportation and logistics pages fell 35% in April; computing, software and telecom, down 25%; building, engineering, and construction, down 22%; movies, radio, TV and video, down 19%; and travel, business conventions, and meetings, down 17%.”204
The rate of decline in B2B publication ad spending has, however, been evening out: “A disastrous 2009 saw ad pages tumble 28% compared to 2008, B2B ad pages dropped another 15.3% in January, 9.4% in February, and 5.7% in March.”205
Overall Digital Ad Spend
Overview of Online B2B Marketing
Online advertising accounted for 7% of the B2B marketing mix in 2008 and is expected to increase to 12% of the mix by 2013.206
The Internet market research company eMarketer reports the online digital marketing spending in 2010 by category:207
201Smillie, Dirk. “Digital Lift-Off.” Forbes. March 8, 2010. http://www.forbes.com/2010/03/07/advertising-web- ads-digital-business-media-outsell.html
202 Ibid.
203 Sass, Erik. “ABM Downbeat: B2B Ad Pages Decline.” Media Daily News. June 29, 2010. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=13114 204 Ibid.
205 Ibid.
206 Holden-Bache, Adam. “28 Awesome B2B Social Media Statistics.” Social Media B2B, August 4, 2010.
http://socialmediab2b.com/2010/08/b2b-social-media-statistics/http://socialmediab2b.com/2010/08/b2b-social- media-statistics/
207 “The State of Online B2B Marketing: What Lies Beneath.” Zimbio, August 11, 2010.
Source: http://www.zimbio.com/B2B/articles/lz67k6zhmRD/State+Online+B2B+Marketing+Lies+Beneath
Strategy consulting firm AMR international also makes predictions as to B2B spending in online marketing: “Social media spending is forecast to rise the most dramatically during the next three years, with a 21% compound annual growth rate. Other individual B2B marketing sectors with predicted growth rates higher than the overall rate of 12% include lead generation websites (17%) and online marketing services (15%). One sector, online directories, is expected to undergo negative compound annual growth of 2%.”208
208 “B2B Online Marketing Holds Strong Growth Potential.” Marketing Charts.
Within the interactive marketing category, there have been varying increases in B2B marketing spending for different tactics:209
Source: http://www.emarketer.com/Article.aspx?R=1007572
Social Media
eMarketer predicts that advertisers will spend $1.68 billion on ads on social networking sites this year.210 This represents a 20.3% increase in spending in this
channel from last year. By 2011, social ad spending will increase another 24.2% to $2.09 billion.211
eMarketer also predicts that in the next five years, one-fifth of marketing budgets will go to social media:212
Source: http://www.emarketer.com/Article.aspx?R=1007540
209 “B2B Marketers Up Social Spend.” Op. cit.
210 “Study says social ad spending to reach $1.68 billion this year.” B to B Online. August 16, 2010. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100816/FREE/100819932/1001 211 Ibid.
212 “Marketing Budgets Spiral Toward Social.” eMarketer. March 2, 2010. http://www.emarketer.com/Article.aspx?R=1007540
Source: http://www.emarketer.com/Article.aspx?R=1007540
In March 2010, digital marketing firm White Horse conducted a survey of 104 corporate marketers across a range of businesses. They generated data relating to B2B marketers’ level of social media engagement, level of executive sponsorship of social media and breakdown of social media tactics:213
213 “B2B Marketers Have Little Social Media Engagement.” Marketing Charts.
Source: http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
Source: http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/
Interestingly, the reported level of engagement varies widely from actual usage. The same survey found that 86% of B2B marketers use social media, though only 32% describe themselves as being daily engaged.214
Mobile Marketing
Forrester Research predicts that B2B spending on mobile marketing will quadruple before 2014, rising to $106 million. Michael Greene, analyst at Forrester Research says, “Mobile is still nascent. Nonetheless, over this five-year time span, mobile will become real, especially for B2B marketers.”215
214 “New Survey Finds B2B Marketers Gaining Ground in Social Media.” White Horse. http://www.whitehorse.com/_templates/t_press_release.aspx?id=1523&terms=b2b
215 Butcher, Dan. “B2B Mobile Marketing Spend will Reach $106 M in 2014: Forrester.” Mobile Marketer. March 8, 2010. http://www.mobilemarketer.com/cms/news/research/5589.html
Appendix: Contact Information
1. Verizon Communications
Contact Information
Address: 140 West Street
New York, New York 10007
Phone Number: 212-395-1000
People
Executive Director of Marketing Richard Williams Vice President, Small-business Monte Beck
2. AT&T Contact Information Address: 208 S. Akard St. Dallas, Texas 75202 Phone Number: 210-821-4105 People
Senior Executive Vice President and Global
Marketing Officer Catherine M. Coughlin
President and Chief Executive Officer,
AT&T Business Solutions Ronald E. Spears Executive Vice President of Small Business
Solutions Cathy Martine 3. IBM Contact Information Address: Phone Number: 914-499-1900 People
Senior Vice President, Marketing and
Communications Jon C. Iwata
Senior Vice President IBM Global Business
Services R. Franklin Kern
4. Sprint Nextel Corp.
Contact Information
Address: 6200 Sprint Parkway
Overland Park, Kansas 66251
Phone Number: 800-829-0965
People
President, Business Markets Paget L. Alves Vice President, Small Business and Alternate
5. Microsoft
Contact Information
Address: 1 Microsoft Way
Redmond, Washington 98052
Phone Number: 425-882-8080
People
President, Microsoft Business Division Stephen A. Elop Corporate Vice President, Worldwide Small
and Midmarket Solutions and Partners Group
Vahè Torossian
Vice President of Small and Medium Business & Distribution for the Worldwide Small and Midmarket Solutions and Partners Group
Birger Steen
Senior Vice President of North America Sales & Marketing
Robert Youngjohns Corporate Vice President of the Business &
Marketing Organization in the U.S. Allison Watson
6. Hewlett-Packard Co.
Contact Information
Address: 3000 Hanover Street MS 1050
Palo Alto, California 94394
Phone Number: 650-857-1501
People
Executive Vice President, Personal Systems
Group R. Todd Bradley
Executive Vice President, HP Enterprise
Business Ann M. Livermore
Senior Vice President of Worldwide
Marketing, HP Enterprise Business David J. Shirk Vice President of Marketing, HP
Networking Mike Banic
7. General Electric, Co.
Contact Information
Address: 3135 Easton Turnpike
Fairfield, Connecticut 06828
Phone Number: 203-373-2211
People
President and CEO GE Home & Business
Solutions Charlene Begley
Senior Vice President and Chief Marketing
8. Deutsche Telekom
Contact Information
Address: Friedrich-Elbert-Allee 140
53113 Bonn, Germany
9. JPMorgan Chase & Co.
Contact Information
Address: 270 Park Avenue
New York, New York 10017
Phone Number: 212-270-6000
10. United Parcel Service of America
Contact Information
Address: 55 Glenlake Parkway, N.E.
Atlanta, Georgia 30328
Phone Number: 404-828-6000
People
Senior Vice President, Worldwide Sales and
Marketing Alan Gershenhorn
11. Bank of America Corp.
Contact Information
Address: Bank of America Corporate Center
100 N. Tryon Street
Charlotte, North Carolina 28255
Phone Number: 704-386-5681
People
President of Consumer, Small Business and
Card Banking Joe L. Price
12. Apple Computer
Contact Information
Address: 1 Infinite Loop
Cupertino, California 95014
Phone Number: 408-996-1010
People
Senior Vice President, Worldwide Product
Marketing Philip Schiller
13. Southwest Airlines
Contact Information
Address: P.O. Box 36611
Dallas, Texas 75235
Phone Number: 214-792-4000
People
Senior Vice President Marketing & Revenue
Management Davis S. Ridley
Director of Marketing and Communications Dana Williams
14. FedEx Corp.
Contact Information
Address: 942 South Shady Grove Road
Memphis, Tennessee 38120
Phone Number: 901-818-7500
People
Executive Vice President, Market Development and Corporate Communications
T. Michael Glenn
Vice President of Marketing, FedEx Karen Rogers Vice President of Marketing, FedEx Office Randy Scarborough
15. Dell
Contact Information
Address: 1 Dell Way
Round Rock, Texas 78682
Phone Number: 512-728-4737
People
President; Consumer, Small and Medium
Business Stephen J. Felice
Senior Vice President and Chief Marketing
Officer Erin Nelson
Global Vice President of Dell Consumer and Small-Medium Business Marketing