Commentary

Business to Business New Media Marketing Budgets More Aggressive Than Business to Consumer

Business to Business New Media Marketing Budgets More Aggressive Than Business to Consumer


Kate Maddox, summarizing in BtoB a recent joint survey by the Association of National Advertisers and BtoB, conducted by Guideline, reports that "...one of the most significant findings is that 31% of B2B marketers allocate 20% or more of their total media budgets to new media platforms, compared with only 5% of B2C marketers"

She goes on to point out that 50% of the B2B respondents planned to allocate more than 10% of their budgets to new media.

The report found that B2B and B2C marketers plan to increase their new media budgets this year, with 78% of B2C marketers and 66% of B2B marketers reporting budget increases for new media. Only 3% of B2B respondents said they planned to spend less on new media this year.

Differences in Plans Between B2B and B2C Marketers (% of each group)

Planned Activity

% of B2C Marketers

% of B2B Marketers

Shift money from their traditional media budget

73%

52%

Incremental budget increases for new media

33%

40%

Source: B2B Magazine and NAA, August 2007

 

Previous Use of New Media Platforms

Used For More Than 3 years

Platform

% of B2C Marketers

% of B2B Marketers

   E-Mail

41.4%

60.3%

   Webinars

7.5

33.6

Used Between 1 and 3 Years

   Blogs

10.3

21.2

   Wikis

5.6

12.3

   Viral video

17.8

6.8

   Social networks

11.2

6.8

Source: B2B Magazine and NAA, August 2007

 

Objectives For the Use of New Media

Primary Objective

% of B2C Marketers

% of B2B Marketers

Email marketing

   Demand generation

40.9%

58.3%

   Customer loyalty and retention

28.0

16.5

Webinars

   Demand generation

26.1

46.0

   Brand building

34.8

16.1

Source: B2B Magazine and NAA, August 2007

Duggan observed that "B2B marketers appear very bottom line-oriented. They use new media platforms to create demand for their products and services. Meanwhile, B2C marketers are more likely to use new media platforms for brand building."

Please visit here to access the complete Maddox summary as well as the study findings and charts by Guidline entitled "Harnessing the Power of New Media Platforms."

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