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."