Social Media Marketing Dollars

Aug 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 found that 66% of marketers utilized social media in 2009, as compared to 20% in 2007. 50% utilize viral videos, up from only 25% in 2007.

In order to properly fund these new media formats, 55% of respondents have shifted funds from their traditional media budget, while 48% shifted funds from other marketing communications budgets. 26% of marketers created an incremental budget.

The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45%) and having metrics to properly allocate the mix of traditional and digital media (43%).

Among social networks being embraced by all marketers, the top sites used are:
* Facebook 74% * YouTube 65% * Twitter 63% * LinkedIn 60%

In 2009, the most effective newer media platforms were as follows:

• Search engine marketing (SEM) (65%)
• Own Web site (59%)
• Search engine optimization (SEO) (55%)
• E-mail marketing (45%)

The study reveal that b-to-b and b-to-c marketers differences:

• While mobile is used by 32% of overall marketers, it is three times more likely to be used by b-to-c versus b-to-b marketers (52% vs. 18%).
• LinkedIn rates first among b-to-b marketers while Facebook is top among b-to-c. Interestingly, 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%) than b-to-b marketers (48%)
• Webinars are much more effective platforms for b-to-b marketers (48%) versus b-to-c (6%)

In the next year, blogs are the new media format at the top of the list for all marketers (34%), followed by mobile (28%) and social media (23%), 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.

The newer media platformsspending in 2009 are the more established platforms:
* Own website 26% * Search engine marketing 19% * Online ads. Banners... 17%

In June, 2009 the ANA, in partnership with BtoB Magazine and ‘mktg', conducted the online survey, "Harnessing the Power of Newer Media Platforms for More Effective Marketing." In total, 172 client-side marketers responded to the survey.