ID Number: G00165490



Marketing Essentials: 2009 High-Tech and Telecom Providers' Marketing Budgets, 4Q08 Snapshot
13 March 2009
 
Laura McLellan   Richard Fouts   Christine Adams   Tom Eid   Bob Johnson   Frank Fabricius   Eric Goodness   Jeffrey Hewitt  

High-tech and telecom provider clients are always curious about what their peers are spending. This 4Q08 survey presents a snapshot of 2009 marketing budgets as a percentage of revenue, including in which categories the spending is planned, and how success is measured.





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Table of Contents


Overview

Key Findings

Recommendations

Survey Objective and Methodology

Data Insights: Spending Categories and Priorities

Half of Providers Spent Less Than 3% of Total Company Revenue on Marketing in 2008

Software Providers Spent Most; IT Services Providers and Semiconductor Providers Spent Least in 2008

49% of Providers Planned Flat 2009 Marketing Spending, 27% See Increases, 24% Decreases

2009 Planned Marketing Spending by Category: Three Major Categories Represent 69% of Budget

Details of External Communications Planned 2009 Spending (24% of the Budget)

Brand Awareness and Lead Generation Are Key Measures of Success

Budget for Outsourced Marketing Stable — Advertising, Web Sites and PR Outsourced Most

Data insights: Market-Specific Commentary

Commentary for IT Services Providers

Commentary for IT Hardware Providers

Commentary for Software Providers

Commentary for Telecom Providers

Commentary for Semiconductor Companies

Methodology, Respondent Demographics and Definitions

Methodology and Sample

Respondent Demographics

Definitions of Functions Used in Survey




Browse Topics:
 
Marketing to Customers
Semiconductors
Technology, Services and Telecommunications Business Strategies
Business Applications Business Strategies
Communications Equipment Strategies and Positioning
Communications Services Strategies and Positioning
Hardware Business Strategies
IT Services Business Strategies
Software Infrastructure Business Strategies




© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.




Resource Id: 912643