Six in ten UK companies intend to up their B2B marketing budgets this year, with 27 percent looking to boost spend by £10,000.
According to Appetite Creative Solutions' second annual B2B marketing survey, respondents are considering a range of media for their outlay. Key media channels considered effective in 2022 include digital out of home (24 percent), podcasts (24 percent), print and trade press (12 percent), and TV and radio (10 percent).
In terms of marketing strategy, respondents are specifically looking at investing in social media (27 percent), website (15 percent), branding (12 percent) and video (12 percent). This is a similar mix to last year, but with a significant year on year drop in video (61 percent in 2021).
Jenny Stanley, Managing Director at Appetite Creative, said: “The research shows a continued optimism across the advertising industry, with a slight shift in priority media channels due to an increase in people out and about following the relaxation of Covid-19 restrictions. Digital advertising experienced a year on year boost with brands increasing overall B2B investment to drive business growth.”