©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
BtoB Inside Tech Marketing, 10/12/10
The people buying technology products are the same people embracing next-generation smartphones and Apple iPads, and they are also using such online resources as Twitter and Facebook. In fact, according to TechTarget’s “2009 Media Consumption Report,” which last August surveyed 1,685 IT buyers in the U.S. and the U.K. online, IT buyers are increasingly looking at a variety of content types during the buying process, including e-books, online videos, podcasts and virtual trade shows
It stands to reason then that your marketing efforts should take that information into account and embrace devices that help get your message out no matter how your prospects are logging in, said Andrea Fishman, VP-global strategy and partner at global interactive agency BGT Partners, Chicago. “The technology has finally caught up to a point where there is real value for people, especially on the channel side,” she said. “We’re seeing some really innovative ways that b2b technology marketers are using devices and platforms to get their messages out.”
Fishman and Al DiGuido, CEO of agency Zeta Interactive, New York, suggest taking a closer look at these marketing options: