The technological progress of the past decades and especially new media have affected our way of living remarkably. Those recent developments in the communication and interaction offer a variety of new opportunities for marketers to reach their customers. To go in line with the trend, AVL List GmbH, an Austrian B2B company in the automotive industry, has introduced new media activities in a first step. Due to a lack of information and studies about the changes in the behaviour of their customers, AVL List GmbH was not able to develop a comprehensive new media concept so far. Therefore, the purpose of the master thesis is to remove the information deficit and furthermore to develop a comprehensive new media concept to enhance the contact frequency to the customers. First, an extensive literature research about the B2B automotive industry, new media and the business buying process is examined. On this basis, the theoretical aspects for the development of the new media concept are outlined. In a second stage, an individual new media concept for AVL List GmbH is evolved. Within a secondary research, the customers, competitors, market trends as well as competencies and performance regarding new media are examined to gain insights about the current situation. Furthermore, an additional primary market research with the customers of AVL List Gmbh in form of interviews is executed to remove the information deficit and to unravel the new media behaviour of the customers. The results provide evidence, that in general, customers have a positive attitude towards new media and that the focus on specific new media channels can help to increase the contact frequency to the customers. Following, these findings build the starting point for the development of the new media concept with the objective of an increase in the contact frequency to the customers as well as the strategy of delivering high quality content distributed over specific new media channels. Those channels are unravelled within a value-benefit- analyses with their specifications described in the actions. The loop closes the concept with the controlling phase, where specific KPIs point out attainment or room for adaptation and improvements. By the application of the present evolved new media concept, AVL List GmbH is able to bundle their resources, focus on the requirements of their customers and furthermore increase the contact frequency to their customers.