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ANA and BtoB Magazine Survey Finds Significant New Media Utilization By B2B Marketers

ANA AND BtoB MAGAZINE SURVEY FINDS SIGNIFICANT NEW MEDIA UTILIZATION BY B2B MARKETERS

Panel to Discuss Survey Results at ANA B2B Conference

Chicago, IL (ANA 2007 B2B Conference) August 9, 2007 — New media platforms have become a critical and sizeable component of the marketing mix for business-to-business 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 B2B firms surveyed reported spending more than 20 percent of their total media budget in this area. In contrast, only 5 percent of B2C firms surveyed did the same. The bulk of new media spending for B2B marketers is for more established platforms, including the company’s own website and email 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.” 

Released today, the survey, entitled “Harnessing the Power of New Media Platforms,” explores the fifteen new media platforms in the B2B market, including social networks, user-generated content, podcasts, and blogging, as well as the seminal platforms such as proprietary websites and email marketing. Addressing issues relating to B2B marketing, the study also found that based on current usage rates, new media platforms fall into three distinct tiers:

  • Top Tier: Proprietary Websites, Email 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 percent of B2B marketers report that the two established channels – own website and email 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 B2B 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 B2B marketers are increasing their use of middle-tier media, which should attain at least 50 percent penetration in the B2B market. The bottom-tier platforms will show strong rates of growth this year, but will not reach a 50 percent penetration level.

More than 145 B2B marketers participated in this survey, composed of the ANA’s Brand Leadership Community panel members and BtoB Magazine subscribers. With the objective to explore the dynamics of 15 new media platforms in the B2B 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.

  

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

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 Guideline, Inc

Guideline, Inc. (OTC Bulletin Board: GDLN) is the nation's only single-source provider of customized business research and analysis. Through its end-to-end continuum of On-Demand Business Research, Custom Market Research, Strategic Intelligence, and Product Development Intelligence, Guideline's research analysts create integrated solutions that enable clients to make informed decisions to address their critical business needs. Guideline specializes in nearly all major industries, including media and entertainment, health care and pharmaceuticals, financial and business services, and consumer products. Guideline, Inc. is located at 625 Avenue of the Americas, New York, N.Y. 10011. More information is available by calling 212.645.4500 or visiting www.guideline.com.


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