BtoB and BtoC Marketers New Media Budget Allocation

Previous Use of New Media Platforms

Used For More Than 3 years

Platform

% of B2C Marketers

% of B2B Marketers

   E-Mail

41.4%

60.3%

   Webinars

7.5

33.6

Used Between 1 and 3 Years

   Blogs

10.3

21.2

   Wikis

5.6

12.3

   Viral video

17.8

6.8

   Social networks

11.2

6.8

Source: B2B Magazine and NAA, August 2007

Objectives For the Use of New Media

Primary Objective

% of B2C Marketers

% of B2B Marketers

Email marketing

   Demand generation

40.9%

58.3%

   Customer loyalty and retention

28.0

16.5

Webinars

   Demand generation

26.1

46.0

   Brand building

34.8

16.1

Source: B2B Magazine and NAA, August 2007