IDG Enterprise’s 2013 Customer Engagement Research Details the Role Content Marketing and Social Media Play in the Technology Purchase Process and what Customers Expect from Vendors
Framingham, Mass. – September 18, 2013 – IDG Enterprise—the media company comprising Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld —shares insights on how IT decision-makers (ITDMs) use and share content throughout the IT purchase process from the 2013 Customer Engagement research. The research also delves into ITDM’s vendor expectations, providing actionable data for tech marketers.
ITDMs Search, Read and Share Trusted Content
During the IT purchase process, ITDMs download an average of eight informational assets to help guide their purchase decision, from product reviews, product demos/literature, technology news and feature articles (see infographic). Additionally, ITDMs are turning to video at the beginning of the purchase process, watching IT news, interviews with industry experts and technology primers. During their content search, 86% of IT heads register for content and almost half appreciate content being delivered to them based on their search history. When beneficial content is found, ITDMs do not keep it to themselves, the majority (93%) share this content. Top methods for sharing useful content are email, in-person or phone conversations and sharing on LinkedIn. During the purchase process, ITDMs at enterprise organizations are most likely to share viewed or downloaded white papers, emails directly received and case studies.