Harnessing the Power of New Media Platforms
Harnessing the Power of NewMedia Platforms
2p.|Harnessing the Power of New Media Platforms
ObjectivesThe overall objective of the research was to explore the use of search, socialnetworks, user-generated content, podcasts, blogging, and more. The surveyaddressed issues such as B-to-B and B-to-C marketers’ usage of new mediaplatforms, spending, measurement/ROI, resource allocation, and integration withother elements of the communications mix.
Methodology326 respondents were surveyed. The population consisted of B-to-B MagazineSubscribers and ANA Leadership Community panel members. The population wasthen split among companies that were mainly B-to-B vs. B-to-C vs. companies thatare a mixture of the two.
Data collection was conducted in June 2007.
Objectives & Methodology
3p.|Harnessing the Power of New Media Platforms
Detailed Findings
4p.|Harnessing the Power of New Media Platforms
Usage of New Media Platforms – B-to-B
Which of the following new media platforms are being used (or are planned on being used) for the business you are managing to reach your customers?
Not surprisingly, a company’s website is the oldest and most often used new media platform that B-to-B companies are using. Emailmarketing, online ads, search engine optimization, paid search engine marketing and webinars are also widely used. Podcasts, blogsand video on demand look to grow over the next year, while little interest is shown in mobile and second life/social networking mediaplatforms.
New Media Platforms
0%
25%
50%
75%
100%
Blogs
Email m
arke
ting
Mob
ile
Online ad
s
Podca
sts
RSS F
eeds
SEO -
Org
anic
SEM -
Paid
Secon
d life
Social n
etwor
ks
Video
on de
man
d
Viral v
ideo
Web
inar
sW
iki
Own
web
site
Not using with no
plans to use withinthe next year
Not using but planto within the next
year
Have used for less
than 1 year
Have used for 1 – 3
years
Have used for morethan 3 years
5p.|Harnessing the Power of New Media Platforms
Usage of New Media Platforms – B-to-C
Which of the following new media platforms are being used (or are planned on being used) for the business you are managing to reach your customers?
B-to-C companies are also using their own website, as well as email marketing, and online ads. SEO-organic and SEM-paid havebeen in use for the past 3 years. Blogs and video, both on-demand and viral, look to grow over the next year. There are no plans touse webinars, Wiki or Second Life within the next year.
Comparing B-to-B to B-to-C: significantly more B-to-B marketers have been using email,,SEO-organic and webinars for more than 3years, and have begun to use blogs. They are also significantly less likely to use mobile, social networks or viral video in the nextyear than B-to-C marketers. B-to-C marketers have begun to use these platforms in the past year and the trend will continue.
New Media Platforms
0%
25%
50%
75%
100%
Blogs
Em
ail m
arke
ting
Mob
ile
Online ad
s
Podca
sts
RSS F
eeds
SEO -
Org
anic
SEM -
Paid
Secon
d life
Social n
etwor
ks
Video
on de
man
d
Vira
l video
Web
inar
sW
iki
Own web
site
Not using with no
plans to use within
the next year
Not using but plan to
within the next year
Have used for less
than 1 year
Have used for 1 – 3
years
Have used for more
than 3 years
6p.|Harnessing the Power of New Media Platforms
Objectives of New Media Platforms - B-to-B
Of the B-to-B marketers that use these new media platforms, Brand Building is most frequently accomplished throughblogs, second life, social networks, viral videos, wiki and their own websites. Demand Generation is accomplishedthrough email, online, SEO, SEM, and video on demand– while companies use blogs, podcasts and webinars to generateCustomer Loyalty.
What is the primary objective for each of the new media platforms that you are using?
B-to-B Primary Objectives for Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Blo
gs
Mob
ile
Online
Ads
Pod
cast
s
RSS F
eeds
SEO- Org
anic
SEM - Paid
Sec
ond
Life
Soc
ial Net
wor
ks
Video
on
Dem
and
Vira
l Video
Web
inar
sW
iki
Own
Web
site
Brand Building
Demand Generation
Customer Loyalty
Cross Selling
7p.|Harnessing the Power of New Media Platforms
Objectives of New Media Platforms - B-to-C
What is the primary objective for each of the new media platforms that you are using?
B-to-C Primary Objectives for Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Blo
gs
Mob
ile
Onl
ine
Ads
Podca
sts
RSS F
eeds
SEO
- O
rgan
ic
SEM -
Paid
Sec
ond
Life
Soc
ial Net
wor
ks
Vid
eo o
n Dem
and
Viral V
ideo
Webin
arsW
iki
Own
Web
site
Brand Building
Demand Generation
Customer Loyalty
Cross Selling
Of the B-to-C marketers that use these media, blogs, podcasts, second life, viral video and wiki are use to accomplishBrand Building. SEO and SEM are used for Demand Generation. And Customer Loyalty is mostly accomplishedthrough emails, RSS feeds, and blogs. Cross Selling is an objective for emails and webinars.
Comparing B-to-B to B-to-C, B-to-B marketers use email and webinars for demand generation significantly more thanB-to-C. Of the all marketers who use mobile and podcasts, significantly more B-to-C marketers use them for brandbuilding.
8p.|Harnessing the Power of New Media Platforms
New Media Effectiveness
Effectiveness of new media platforms
8%
14%
14%
15%
17%
21%
23%
26%
54%
59%
36%
11%
27%
13%
33%
6%
13%
32%
20%
55%
50%
27%
51%
10%
17%
41%
41%
44%45%
0% 15% 30% 45% 60% 75%
Second life
Social networks
RSS Feeds
Wiki
Mobile
Online ads
Blogs
Podcasts
Viral video
Video on demand
SEM - Paid
SEO - Organic
Email marketing
Webinars
Own website
B-to-C
B-to-B
Please rate the overall effectiveness of the new media platforms that you have used. (Top 3 box)
Effectiveness varies greatly when looking at B-to-B vs. B-to-C companies. While both have seen success from their ownwebsite, B-to-C companies have seen significantly more success from paid key word searches, online ads, and social networks,B-to-B companies have seen success in webinars.
=Significantly higher thanother subgroups
9p.|Harnessing the Power of New Media Platforms
Measuring New Media
Measuring Effectiveness/Return on Investment
9%
17%
24%
25%
25%
45%
56%
58%
60%
64%
68%
76%
77%
81%
90%
36%
38%
39%
24%
15%
19%
46%
35%
54%
70%
74%
47%
86%
82%
85%
0% 20% 40% 60% 80% 100%
Wiki
Second life
Social networks
Blogs
RSS Feeds
Podcasts
Mobile
Viral video
Video on demand
SEO - Organic
Own website
Webinars
Online ads
Email marketing
SEM - Paid
B2C
B2B
For each of the new media platforms that you are using, is there a process in place to measure their effectiveness/return on investment
=Significantly higher thanother subgroups
10p.|Harnessing the Power of New Media Platforms
Which Behaviors Contribute to Effectiveness
Effectiveness of Behaviors for Measuring New Media Platforms
18%
26%
27%
28%
28%
50%
53%
54%
63%
26%
39%
32%
30%
38%
35%
43%
51%
72%
0% 20% 40% 60% 80% 100%
Encouraging User Generated
Content
Site Visits
Forward to a friend
Click-throughs
Time spent
Downloads (e.g., a brochure,
white paper)
Registrations to events, etc.
Registrations in general (to
capture info)
Purchase
B2C
B2B
Please rate how effective each of the following behaviors are for measuring new media platforms. Rate on a scale of 1-10, where 1= not atall effective and 10 = extremely effective.
B-to-C companies typically look at downloads and registrations to their website and specific events. While B-to-Bcompanies are more likely to measure effectiveness of new media platforms through purchase behavior, site visits andtime spent.
=Significantly higher thanother subgroups
11p.|Harnessing the Power of New Media Platforms
How New Media Platforms are Funded
Funding of New Media Platforms
10%
40%
52%
54%
4%
33%
73%
48%
0% 20% 40% 60% 80% 100%
Other
Incremental budget
Funds shifted from traditional
media budget
Funds shifted from other
marketing comm budget
B2C
B2B
How are new media platforms currently being funded at your company? Check all that apply.
=Significantly higher thanother subgroups
12p.|Harnessing the Power of New Media Platforms
Media Budget
What is your company’s projected overall MEDIA budget (e.g.,. advertising on television, radio, magazines, newspapers, out of home, theinternet, etc.) for calendar year 2007?
B-to-B Companies spend significantly less on media than B-to-C companies. As a percent of revenue, they spend anaverage of .58%, while B-to-C companies spend an average of 1.18%.
2007 Project Total Media Spending
35%
11%
14%
13%
27%
82%
6%
3%
4%
5%
0% 20% 40% 60% 80% 100%
<$25 million
$25-49 Million
$50-$99 Million
$100-$250 Million
$250+ Million
B-to-B
B-to-C
13p.|Harnessing the Power of New Media Platforms
New Media Budget Allocation
Roughly, what percentage of your company’s overall MEDIA budget is allocated to new media platforms ?
Currently, B-to-B companies are significantly more likely to allocate a higher percentage of their media budget (morethan 20%) to new media platforms as compared to B-to-C companies.
% of Media Budget Currently
Allocated to New Media Platforms
37%
27%
12%
16%
19%
17%
12%
5%
31%
5%
11%
9%
0% 10% 20% 30% 40%
< 1%
1 - 5%
6 - 10%
11 - 15%
16 - 20%
> 20%
B-to-B
B-to-C
14p.|Harnessing the Power of New Media Platforms
2007 Projected Spending for New Media Platforms
How does your 2007 projected spending on new media platforms compare with your 2006 spending? (For those who indicated andincrease) Please select the range that best represents the estimate for this increase?,
All marketers expect to spend more on new media platforms in 2007 compared to 2006, with significantly more B-to-Cmarketers trending towards an increase. The average percentage increase will be XX% for B-to-B companies, and XX%for B-to-C companies.
% Increase in New Media Platforms
2007 vs. 2006
1%
24%
26%
21%
9%
11%
2%
30%
31%
15%
8%
13%
0% 5% 10% 15% 20% 25% 30% 35%
< 1%
1 - 5%
6 - 10%
11 - 15%
16 - 20%
> 20%
Spending Trends in New Media Plaforms
2007 vs. 2006
78%
2%
21%
66%
3%
31%
0% 20% 40% 60% 80% 100%
Spending More
Spending Less
About the Same
B-to-B
B-to-C
15p.|Harnessing the Power of New Media Platforms
2007 Projected Spending for New Media Platforms
Which of your media platforms will get the most spending in 2007?
Of the marketers that expect to spend more on 2007, B-to-B marketers will spend it on their own websites, email andonline ads.
% Increase in New Media Platforms
2007 vs. 2006
11%
4%
32%
1%
3%
13%
1%
1%
2%
34%
3%
17%
1%
13%
3%
7%
12%
1%
1%
6%
1%
31%
0% 10% 20% 30% 40%
Blogs
Mobile
Online Ads
Podcasts
SEO- Organic
SEM - Paid
Social Netw orks
Video on Demand
Viral Video
Webinars
Wiki
Ow n Website
B-to-B
B-to-C
16p.|Harnessing the Power of New Media Platforms
Internal Organization
Which of the following best describes how your company is organized internally to oversee the management of new media platforms?
Typically the responsibility for managing new media platforms is added to an internal group. New internal groups areformed about 15% of the time.
% Increase in New Media Platforms
2007 vs. 2006
77%
15%
3%
5%
76%
15%
4%
6%
0 0.2 0.4 0.6 0.8 1
Added Responsibility to Internal
Group
Formed New Internal Group
No Internal Support, Outsource All
Other
B-to-C
B-to-B
% Increase in New Media Platforms
2007 vs. 2006
76%
15%
4%
6%
77%
15%
3%
5%
0% 20% 40% 60% 80% 100%
Added Responsibility to Internal
Group
Formed New Internal Group
No Internal Support, Outsource All
Other
B-to-B
B-to-C
% Increase in New Media Platforms
2007 vs. 2006
76%
15%
4%
6%
77%
15%
3%
5%
0% 20% 40% 60% 80% 100%
Added Responsibility to Internal
Group
Formed New Internal Group
No Internal Support, Outsource All
Other
B-to-B
B-to-C
17p.|Harnessing the Power of New Media Platforms
Drivers of New Media Platforms
Please rate how each of the following parties drives the use of new media platforms for your company?
Internal Marketing Departments and Interactive/Digital Media Agencies drive the use of new media platforms for B-to-Bcompanies. B-to-C companies new media strategies are also driven by Internal Media Departments, but also byInteractive/Digital Creative Agencies.
Who Drives Use of New Media Platforms
27%
36%
22%
38%
16%
61%
24%
22%
10%
60%
12%
22%
12%
68%
35%
23%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Traditional Media Agency
Interactive/Digital Media Agency
Traditional Creative Agency
Interactive/Digital Creative Agency
External Media Partners
Internal Marketing Department
Internal Management Department
Internal Peers
B-to-B
B-to-C
18p.|Harnessing the Power of New Media Platforms
Concerns About Adopting New Media Platforms
What is your top concern about adopting new media platforms?
All marketers are concerned about their lack of experience with new media platforms, followed by their inability toprove effectiveness/ROI.
Top Concerns About Adopting New Media Platforms
33%
38%
13%
2%
14%
34%
35%
8%
1%
22%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Inability to Prove ROI
Lack of Experience with Platforms
Senior Management Push-Back
Loss of Brand Control
Other
B-to-B
B-to-C