Save or Share this Report

For B2C Marketing Professionals

2010 Marketing Budgets Rise Cautiously

For B2B And B2C Marketers, Digital Benefits Most From Budget Shifts

September 21, 2010

Primary author headshot


  • By Steven Noble
  • with David M. Cooperstein,
  • Kim Le Quoc,
  • Cory Munchbach

Why Read This Report

The world economy is on the mend from a disastrous 2009, and twice as many marketing leaders see signs of recovery in their industry as do not. Despite a positive outlook, almost a third of marketing leaders are working with a reduced budget this year. Business-to-business (B2B) marketing leaders are shifting budget away from sponsorships, trade shows, and traditional media and into the company Web site. Meanwhile, business-to-consumer (B2C) marketers face slightly less budget pressure than their B2B colleagues. In the consumer marketing sector, online budgets are the beneficiaries of shifts away from print advertising, agency fees, and direct mail. Looking back, 2010 will be viewed as an inflection point for spending on digital marketing across the entire marketing landscape.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • The Global Economy Is Recovering More Quickly Than Marketing Budgets

  • Three Mega Trends Will Drive Growth In Marketing Budgets
  • Supplemental Material
  • Related Research Documents