2009 Market Trends

According to an online survey by BtoB magazine, nearly one-third of business-to-business marketers plan to increase their budgets in 2009. The main goals of the additional spending will be building client portfolios, followed by customer retention and building brand awareness.

The majority of respondents (66.5%) said that they will be increasing their online spending. Topping the online tactics to be employed was e-mail marketing (68.3%) and website development (66.3%.)

Here are a few other marketing trends from BtoB's 2009 Marketing Priorities and Plans survey:

Social Media
Taking a cue from Obama's campaign tactics, companies are looking to reinforce their networks and brand, growing communities as well as helping users connect with others who have the same needs.

Database Marketing and Analytics
Efforts to grow, refine and segment CRM and lead management systems will be a core concentration in 2009. Stronger emphasis will be placed on analyzing information obtained from communications to evaluate the effectiveness of a tactic and pinpointing opportunities.

Expect to see more online videos attached to ad campaigns, microsites, social media, email and newsletters (one company saw a 50% increase in click-throughs when they included video.) Videos also will be enhancing customer case studies, product demonstrations, and testimonials. Companies will also be looking at videos for client conferencing and executive briefings.

As consumers continue to search for eco-friendly brands, companies will be touting their Green initiatives more often. However, they must have an honest Green connection, as ‘Greenwashing' may be counterproductive.

More about the 2009 priorities and plans can be found at

North Star Marketing has been strategically building brands for more than 20 years by staying in tune with new technology and trends, developing progressive tactics, seamless implementation and returns on investments that grow your bottom line.

Does your 2009 marketing plan tie into your sales plan? Call us today, 717-392-6982, ext. 100 or

Mary Anne Piccirillo
Director, Public Relations

We have a new white paper on Public Relations - give me a call or drop me an email and I'll get it right out to you. You can reach me at 717-392-6982, ext. 109 or

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