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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands