New Media utilization By B-To-B Marketers.

New media platforms have become a critical and sizeable component of the marketing mix for b-to-b marketers. A new survey conducted by the ANA (Association of National Advertisers) and BtoB Magazine in partnership with Guideline Inc. found that one-third of b-to-b firms surveyed reported spending more than 20% of their total media budget in this area. In contrast, only 5% of b-to-c firms surveyed did the same. The bulk of new media spending for b-to-b marketers are for more established platforms, including the company’s own Web site and e-mail marketing.

“These new marketing channels are creating innovative ways for companies to build their brands,” said Bob Liodice, President and CEO of the ANA. “New media applications are continuing to change the landscape. We applaud marketers for moving forward to incorporate new media in their marketing mix.”

The survey entitled “Harnessing the Power of New Media Platforms” explores the fifteen new media platforms in the b-to-b market, including social networks, user-generated content, podcasts, and blogging, as well as the seminal platforms such as proprietary Web sites and e-mail marketing. Addressing issues relating to b-to-b marketing, the study also found that based on current usage rates, new media platforms fall into three distinct tiers:

– Top Tier: Proprietary Web sites, e-mail marketing, Online Ads, Search Engine Optimization, Search Engine Marketing, Webinars

– Middle Tier: Blogs, RSS Feeds, Podcasts, Video On Demand

– Bottom Tier: Wiki’s, Mobile, Viral Video, Social Networks, Second Life

About 50% of b-to-b marketers report that the two established channels – own Web site and e-mail marketing – will be where most new media dollars are allocated. Given their levels of penetration, top tier platforms will continue to garner the lion’s share of spending on new media.

For b-to-b marketers, the primary objective for the use of top tier platforms is for “demand generation,” reserving the use of middle and bottom tier channels for “brand building.” Although penetration levels vary widely across the specific platforms, the survey found that b-to-b marketers are increasing their use of middle tier media, which should attain at least 50% penetration in the b-to-b market. The bottom tier platforms will show strong rates of growth this year, but will not reach a 50% penetration level.

More than 145 b-to-b marketers participated in this survey, comprised of the ANA’s Brand Leadership Community panel member and BtoB Magazine subscribers. With the objective to explore the dynamics of 15 new media platforms in the b-to-b market, the research addressed marketers’ current and intended usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.

For more information at http://www.ana.net>