Which Marketers Are Using Which New Media Strategies?

    August 4, 2009
    Chris Crum

the Association of National Advertisers along with B2B Magazine released results from a survey, which found that marketers are increasingly using social media platforms. No surprise there. What’s more interesting is how they are using them.

According to the results, about 66 percent of marketers utilized social media this year, up from just 20% in 2007. Half of those surveyed use viral videos, up from a quarter in 2007.

Top social networks used by marketers according to the survey:

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

The most effective newer media platforms in 2009 according to the survey:

– Search engine marketing (SEM) (65 percent)
– Own Web site (59 percent)
– SEO (55 percent)
– E-mail marketing (45 percent)

Bob Liodice"As more media platforms become available, it is imperative that all marketers continue to assess their capabilities and select the platforms that are best suited to help them meet their brand’s goals and objectives," said Bob Liodice, president and CEO of the ANA. "With this proliferation of media, marketers must work harder, survey the entire landscape available to them and create their brand’s most optimal media mix."

The survey highlights the differences in social media use among B2B and B2C marketers. B2C use more mobile and Facebook marketing, while B2B use LinkedIn and even Twitter more. B2C marketers get more out of search engine marketing, while B2B marketers get more out of webinars.

When it comes to paying for social media campaigns, 55 percent of those surveyed shifted funds from their traditional media budgets, while 48% shifted funds from other marketing communications budgets. Only 26% created an incremental budget. ROI and metrics are still the top concerns companies have about social media.