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Use of new media between B2B & B2C |
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While B2B (business to
business) and B2C (business
to consumer) marketers are both embracing new media
platforms, there are some marked differences in their usage, goals and,
perhaps most important, budgeting for new media. B2B and B2C marketers
plan to increase their new media budgets this year, with 78% of B2C
marketers and 66% of B2B marketers reporting budget increases for new
media. Only 3% of B2B respondents said they planned to spend less on
new media this year, according to a new study by B2B
Magazine.
&tOne of the most significant findings is that 31% of
B2B marketers allocate 20% or more of their total media budgets to new
media platforms, compared with only 5% of B2C marketers. Nearly 50% of
the B2B respondents said they planned to allocate more than 10% of
their budgets to new media. The average planned increase for new
media-platform spending by B2B companies this year is 11.5%. Both B2B
and B2C marketers said they plan to increase their new media budgets
this year, with 78% of B2C marketers and 66% of B2B marketers reporting
budget increases for new media. Only 3% of B2B respondents said they
planned to spend less on new media this year.
The top tier includes proprietary Web sites, e-mail marketing, online
ads, search engine optimization, search engine marketing and webinars.
The middle tier includes blogs, RSS feeds, podcasts and video on
demand. The bottom tier consists of wikis, mobile, viral video, social
networks and Second Life.
B2B marketers appear
very bottom line-oriented. They use new media platforms to create
demand for their products and services. Meanwhile, B2C marketers are
more likely to use new media platforms for brand building.
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