Gio Gutierrez

Nearly two out of three companies in 2009.

As marketers embrace new media platforms, social media and viral videos have seen the largest jump in ranking, according to a survey done by the ANA (Association of National Advertisers), BtoB Magazine and in partnership with marketing services firm ‘mktg.’  The survey had the following findings:

• 66 percent of marketers utilized social media in 2009, as compared to 20 percent in 2007.
• Fifty percent employ viral videos, up from only 25 percent in 2007.
• 55 percent of respondents funded new media formats by shifting funds from their traditional media budget, while 48 percent shifted funds from other marketing communications budgets.   Twenty-six percent of marketers created an incremental budget.
• Top concerns for marketers when considering newer media are:
• Inability to prove ROI-45%

The top concerns for marketers when considering newer media platforms are

• the inability to prove ROI (45 percent) and
• having metrics to properly allocate the mix of traditional and digital media (43 percent).

Among social networks being embraced by all marketers, the top sites used are:

• Facebook (74 percent)
• YouTube (65 percent)
• Twitter (63 percent)
• LinkedIn (60 percent)

B-to-B vs. B-to-C Marketers

Mobile is used by 32 percent of overall marketers, and it is three times more likely to be used by b-to-c versus b-to-b marketers (52 percent vs. 18 percent).

• LinkedIn rates first among b-to-b marketers while Facebook is top among b-to-c.
• Twitter is used more by b-to-b marketers (70%) than b-to-c marketers (46%).
• B-to-c marketers see much more effectiveness from SEM (76 percent) than b-to-b marketers (48 percent)
• Webinars are a much more effective platform for b-to-b marketers (48 percent) versus b-to-c (6 percent)

In the next year, blogs are the new media format at the top of the list for all marketers (34 percent), followed by mobile (28 percent) and social media (23 percent), among marketers not already using each respective platform.  Viral video and podcasts are also of high interest for many b-to-b marketers to begin using.