"We do search, e-mail marketing and social media. That's the holy trinity of online marketing," Dunay said. He added that most of this spending, particularly in social media, focuses on customer support.
After an initial wide-ranging experimentation with social media, Avaya now focuses its efforts on blogs, forums, Facebook and Twitter. With no new money in the marketing budget, Dunay said he has paid for his new media efforts by decreasing spending on print, TV, radio and other traditional media. "We do some spot buys," Dunay said, mentioning such publications as BusinessWeek, InformationWeek and CIO.
Ferrara said CareerBuilder.com has expanded its new media spending, also by pulling money from more traditional media. "We actually moved money from some areas and are not spending at all in other areas," Ferrara said.
A joint Association of National Advertisers/BtoB survey, which was referenced by session moderator Frank Dudley, CMO of MKTG, found that Avaya and CareerBuilder.com are not alone in embracing new media. The survey found that 20% of b-to-b marketers used social media in 2007. This year, 66% of b-to-b marketers are using social media.