©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
During the digital era, the tech sector has always reconnoitered the forward lines of b2b publishing for other segments of the business publishing industry. With a highly wired reader base and equally tech-savvy ad clients, IT titles were among the first to adopt Web-first publishing strategies and embrace next-gen platforms for lead-generation and virtual events. And so, this segment is one to watch for signs of the next great wave of digital b2b activity. Not surprisingly, that wave will be social. According to a new survey of IT marketers by IDG Research, nine out of 10 are already engaged in some form of social media marketing effort, and they identified this sector as one where they will be increasing their spending in the next year. As well, a substantial majority of media buyers (60%) said they would be investing in mobile in the coming year.