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31% of BtoB Companies Spend Over 20% of Ad Budget on New Media
BtoB companies are quick to embrace new media techniques, according to a new joint study from BtoB magazine and the Association of National Advertisers, titled "Harnessing the Power of New Media Platforms." According to the study, more than half of BtoB companies are using blogs, podcasts, and RSS feeds or plan to use them in the next year, and more than a quarter are using or plan to use social networks, viral video, and wikis. The majority of new media efforts within the BtoB world are aimed at brand building, according to the survey, while others are geared towards demand generation and customer loyalty.
Other findings:
* BtoB companies who use new media rate the effectiveness of the platforms very highly (8-10 on a 10-point scale). Nearly a quarter (23%) of BtoB users gave viral video a high rating, 21% of podcast users, 17% of blog users, 14% of wiki users, 14% of RSS feed users, and 10% of social network users.
* 58% of BtoB viral video users indicate they have processes in place to measure the ROI of the new media platforms they use, as well as 45% of podcast users, 25% of RSS feed users, 25% of blog users, 24% of social network users, and 9% of wiki users.
Learn more (BtoB Online)
Learn more (BtoB Online -- 2nd Story)