Time to plug in?

This article reports an ANA survey among business-to-business companies on attitudes to new media. More than half plan to increase their expenditure on new media, and there is consensus on the increasing importance and likely growth of the medium.

Time to plug in?

Since the advent of the web, new media platforms have emerged at an increasing pace. From blogs, e-mail marketing, and podcasts to search engine marketing, video on demand, and social networks, these nontraditional communication tactics represent innovative ways for marketers to reach target customers and, in many cases, initiate a one-to-one dialogue.

But are business-to-business marketers willing to carve out a budget to support new-media marketing efforts? Are they confident the return on investment supports increased spending on new media platforms? Despite some reservations, more than half of b-to-b marketers plan to increase spending on new...

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