• by Jack Loechner , Staff Writer @mp_research, August 30, 2007

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.

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."