NEW YORK: Around one-third of business-to-business marketing companies spend more than 20% of their total media budget on new and digital media – in marked contrast with business-to-consumer advertisers who on average allocate just 5% of their marcoms spend to new media platforms.

So reports a new survey of more than 145 b-to-b marketing firms conducted by the Association of National Advertisers and BtoB Magazine.
According to ANA president/ceo Bob Liodice "These new marketing channels are creating innovative ways for companies to build their brands.

"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, Harnessing the Power of New Media Platforms, published this week, 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 websites and email marketing.

The study also found that, based on current usage, new media platforms fall into three distinct tiers ...

  • Top Tier
    Proprietary websites
    Email marketing
    Online Ads
    Search Engine Optimization
    Search Engine Marketing
  • Middle Tier
  • Blogs
    RSS Feeds
  • Bottom Tier
  • Wiki's
    Viral Video
    Social Networks
    Second Life.
So far as the top tier is concerned, about 50% of b-to-b marketers report that the two established channels – own website and email marketing – are where most new media dollars are allocated.

Middle tier b-to-b marketers are increasing their use of such channels, which are expected to attain at least 50% penetration in the b-to-b market.

The bottom tier platforms will show strong rates of growth this year, although they are not exoected to  reach 50% penetration level.  

Data sourced from Association of National Advertisers (USA); additional content by WARC staff