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ANA survey reveals higher use of new-media vehicles by b-to-b marketers

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New York—A new study by the Association of National Advertisers found that b-to-b marketers are using new-media vehicles such as webinars, RSS feeds and podcasts at a much higher rate than b-to-c marketers. According to the report, 75% of b-to-b marketers surveyed said they are using webinars, compared with only 32% of b-to-c marketers; 65% of b-to-b marketers are using RSS feeds, compared with 36% of b-to-c marketers; and 55% of b-to-b marketers are using podcasts, compared with only 28% of b-to-c marketers. Also, 40% of b-to-b marketers are using video on demand, compared with only 20% of b-to-c marketers; and 40% of b-to-b marketers are using wikis, compared with only 20% of b-to-c marketers. The study was based on an online survey of 92 marketers conducted in June and July. It found that 78% of marketers plan to increase their spending on new-media platforms next year. When asked which new-media platform will receive the most spending next year, 20% of marketers said social media; 19% said online ads; 18% said mobile marketing; and 17% said search engine marketing.
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