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New ANA/BtoB Magazine Study: Marketers Embrace Newer Media Platforms

Marketers Embrace Newer Media Platforms: Social Media, Viral Video Become More Mainstream, Blogs and Mobile Next Formats Expected to Take Off

Concerns with new media include inability to prove ROI, and having metrics to properly allocate the mix between traditional and digital media

New York, NY - As marketers embrace new media platforms, social media and viral videos have seen the largest jump in ranking, according to a survey done by the ANA (Association of National Advertisers), BtoB Magazine and in partnership with marketing services firm ‘mktg.' The survey found that 66 percent of marketers utilized social media in 2009, as compared to 20 percent in 2007. Fifty percent employ viral videos, up from only 25 percent in 2007. 

In order to properly fund these new media formats, 55 percent of respondents have shifted funds from their traditional media budget, while 48 percent shifted funds from other marketing communications budgets. Twenty-six percent of marketers created an incremental budget.

The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45 percent) and having metrics to properly allocate the mix of traditional and digital media (43 percent). 

Among social networks being embraced by all marketers, the top sites used are:

  • Facebook (74 percent)
  • YouTube (65 percent)
  • Twitter (63 percent)
  • LinkedIn (60 percent)

In 2009, the most effective newer media platforms were as follows:

  • Search engine marketing (SEM) (65 percent)
  • Own Web site (59 percent)
  • Search engine optimization (SEO) (55 percent)
  • Email marketing (45 percent)

"As more media platforms become available, it is imperative that all marketers continue to assess their capabilities and select the platforms that are best suited to help them meet their brand's goals and objectives," said Bob Liodice, president and CEO of the ANA. "With this proliferation of media, marketers must work harder, survey the entire landscape available to them and create their brand's most optimal media mix." 

B2B vs. B2C Marketers

The study results also reveal that B2B and B2C marketers differ in the ways they use new media platforms, including:

  • While mobile is used by 32 percent of overall marketers, it is three times more likely to be used by B2C versus B2B marketers (52 percent vs. 18 percent).
  • LinkedIn rates first among B2B marketers while Facebook is top among B2C. Interestingly, Twitter is used more by B2B marketers (70 percent) than B2C marketers (46 percent).
  • B2C marketers see much more effectiveness from SEM (76 percent) than B2B marketers (48 percent).
  • Webinars are a much more effective platform for B2B marketers (48 percent) versus B2C (6 percent).

Looking Forward

In the next year, blogs are the new media format at the top of the list for all marketers (34 percent), followed by mobile (28 percent) and social media (23 percent), among marketers not already using each respective platform.  Viral video and podcasts are also of high interest for many B2B marketers to begin using.

The newer media platforms that will get the most spending in 2009 are the more established platforms:

  • Own website (26 percent)
  • Search engine marketing (19 percent)
  • Online ads. Banners, etc. (17 percent)

In June, 2009 the ANA, in partnership with BtoB Magazine and ‘mktg', conducted the online survey, "Harnessing the Power of Newer Media Platforms for More Effective Marketing." In total, 172 client-side marketers responded to the survey. These results are being compared to the same survey that was fielded in 2007. Full results will be shared at the ANA/BtoB "B2B Marketing in the New World Conference" August 4-5 in Chicago.

 

About the ANA

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

About BtoB Magazine

BtoB, the magazine for marketing strategists, delivers timely editorial on all disciplines of business-to-business marketing. Published monthly by Crain Communications Inc, BtoB provides more than 45,000 subscribers with the information and analysis they need to develop a winning integrated marketing strategy for their companies.

About ‘mktg'

'mktg' (Nasdaq: CMKG) is an alternative media and marketing services company headquartered in New York with full service offices in San Francisco, Chicago, Cincinnati and Toronto and over 40 field activation offices in the U.S. The company currently serves a variety of the world's most recognizable brands, including Diageo, P&G, Nintendo, Pepsi, Nike, Apple, Coty, Scottrade, SAP and Google/YouTube. The company's services include experiential marketing, digital marketing, retail promotions and strategic research and planning. The firm's programs help its clients profitably connect with consumers and create networks of brand advocates to generate brand awareness and higher sales for its customers. For more information, please visit http://www.mktg.com/.