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September 2, 2007

Overall, B2B marketers are more aggressive in using new Internet media than advertisers focusing on business to consumer (B2C) sales, according to a joint study from the ANA (Association of National Advertisers).

Across the board, researchers at the ANA studied the use of Web logs (blogs), podcasts, search and several user-generated content platforms.

The ANA's study reveals that about 31.4 percent of B2B advertisers spent approximately 20 percent or more of their advertising budget on new Internet media while only about 5 percent of their B2C competitors did so.

Researchers also found that about 48.6 percent of the B2B respondents planned to allocate at least 10 percent of future ad budgets to new media.

Frank Dudley, v.p. of marketing at Guideline said "the main part of the budget dollars allocated to new platforms will go to the company's own Web site and e-mail marketing campaign."

But there are changes that are expected real soon... The study went on to find that almost three-quarters of B2C marketers said they would shift money from traditional forms of advertising into new Internet media in the future.

For their part, only about half of B2B marketers said the same thing. That discrepancy could be because B2B marketers are already heavily invested in new media, but it is still interested nonetheless.

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Source: Internet Retailer