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IDG Tech Marketing Priorities Survey

Screen Shot 2014 07 16 at 10.35.17 AM IDG Tech Marketing Priorities Survey

Welcome to IDG’s Tech Marketing Priorities Survey. We are conducting this survey of senior marketing leaders to provide better insight into the state of marketing among technology marketers.Your answers are confidential and will be used only in combination with other survey respondents. The survey will take 15-20 minutes to complete.  As a thank you for completing the survey, we will send you an executive summary of the research results so you can see how your company’s marketing priorities align with those of your peers. In addition, we will send the first 200 respondents a $20 Amazon.com gift card. Thank you in advance for your participation.  Your opinion is extremely important to us and we appreciate your time.

To participate, simply click here or copy and paste the following URL into your browser:


New Survey Finds Infrastructure Performance Management (IPM) Is Classified as High or Critical Priority Among 80 Percent of IT Leaders

Market Wired

Survey Finds Enterprise Organizations With Cross-Domain IPM Teams Are Successful at Mitigating Risks and Improving Business Agility

SAN JOSE, CA–(Marketwired – Oct 8, 2013) – Virtual Instruments, the leader in Infrastructure Performance Management (IPM) for physical, virtual and cloud computing environments, today announced the results of a survey from IDG Research Services. The survey was designed to understand the priority enterprise organizations place on IPM and how the structure of many IT departments is changing to more effectively manage the performance of their IT infrastructure. The findings show that 80 percent of senior-level IT leaders (director-level or higher) place a high or critical priority on IPM and that 79 percent have established a cross-domain team dedicated to managing the performance of their IT infrastructure.

The survey was completed by 152 IT director-level or higher employees across various industries, including financial services, manufacturing, and healthcare, at organizations with employees in the 5,000-50,000 range. Questions focused on the factors driving adoption of IPM solutions, which is defined as those that enable an enterprise to holistically monitor, report, trend and diagnose IT infrastructure performance.

According to the survey, senior-level IT leaders indicated that investments in IPM solutions are being driven by the transition to virtualization and/or the cloud (63 percent), a desire to reduce costs (61 percent) and the need to reduce infrastructure slowdowns (59 percent). In addition, 53 percent of respondents said that a growing mobile workforce and data center consolidation projects are driving their investments in IPM solutions.

Continue reading… 

Tech Consumers Speak and What They Tell Us


By, Matthew Yorke

It was not that long ago that the biggest challenge for publishers and marketers was to understand the dynamics of the print and the online worlds. Today, it is far more complex both from the medium and message standpoints.

The Echo Effect
Late last year, IDG Research Services released the results of its latest study: The Echo Effect : Understanding the Value of Tech Buyers. More than 3,100 visitors to IDG U.S. technology media sites such as PCWorld, Macworld, CIO, and Computerworld, participated.

Before I get into buyer behaviors, just surveying the modern reader’s journey is a dizzying experience filled with insights.

Ninety-five percent of the respondents use one or more social platforms. No surprises there you might say. However, in terms of what those interactions mean for brand engagement, that’s the exciting part: Forty-two percent are willing to recommend a company and 40% of the respondents experience increases in their brand loyalty.
Screen Shot 2012 11 27 at 10 13 48 AM Tech Consumers Speak and What They Tell Us
Social Selection
But, from a marketer’s point of view this means more than just putting up a Facebook page or a Twitter stream. IDG’s social research revealed why users are on certain platforms and what their expectations are for each. For example, in the consumer tech category, we discovered that Facebook is used for sharing, Google+ for seeking (although this data may be influenced by brand associations with search), LinkedIn for networking, and Twitter for dynamic sharing. Consumers also expect vendors to use these platforms to respond to their questions, offer insights into products, and provide product reviews/rankings.

Mobile Taking Over for PCs
Print and online are no longer the game. It’s a mobile world, and smartphone/tablet activities are replacing PC-based usage. Two-thirds of the respondents own and regularly use two or more mobile devices, and about 33% of their browsing for technology content is via mobile. We know they are researching products, seeking in-store price comparisons, and purchasing products with their smart mobile devices. Mobile and social are two legs of a stool; the third is video.

Lights, Camera, Action
We discovered that our readers cannot resist tech-related videos, with 93% of them watching and 72% commenting on and sharing videos or posting them.

Mobile is driving this new-found appetite for video with 40% watching tech videos on their tablets and smartphones. Video is not just an entertainment factor. It drives tangible purchase behaviors with 64% of the respondents moving from watching a video to seeking further product-related information.

Puzzle Pieces from IDC’s Audience Segmentation
So that’s all very interesting, but what really counts is segmenting users by their social and technology behaviors to understand exactly what kind of messaging and marketing engages prospects. That’s the real challenge. In conjunction with the IDG Research Services Echo survey, we worked with our sister company, IDC, and its ConsumerScape360 practice and segmentation model. We discovered three audience segments among online readers: New Media Influencers, Enthusiastic Adopters and Needs-Based Buyers. Briefly, here’s how they differ and what can be learned from each category.

New Media Influencers are the highest value segment as they are natural brand champions and research products extensively before buying. They are active contributors to social/new media and are twice as likely as an average consumer to give brand or product advice to others.

Enthusiastic Adopters are key to driving sales in the early stages of a product’s lifecycle. This segment is most excited by technology and they own a lot of it. They rely on information from a variety of sources including social media, but are more likely to be following others (such as New Media Influencers) through the social web rather than actively contributing to the conversation. They respond well to marketing that is feature or function focused.

Lastly, the Needs-Based Buyers, who are the smallest segment, are more price sensitive and only buy technology when older devices no longer work. This group of prospects relies heavily on the advice of others.

Based on the Echo research and IDC’s ConsumerScape360, I have several recommendations for tech marketers, and marketers in general, since technology has become a part of so many products and services: Consider how you integrate social interactions and social content, including video, into your more traditional marketing. Think of ways to actively target and activate the New Media Influencers to become brand champions, and tailor messaging to reach those all-important Enthusiastic Adopters.

Life is certainly not easier in the digital and social worlds, but insights needed to turn prospects into customers are now clearer and can help you choose your priorities.

Infographic: B2B Tech Buyers Leverage Video to Advance Purchase Behavior

IDG Research Services

This new global research from IDG Research Services provides tech marketers with information to help fine tune their marketing strategies and more effectively reach key target audiences. This infographic focuses on how B2B tech buyers leverage video to advance purchase behavior. Ninety-five percent of B2B tech buyers watch tech-related videos and video viewing positively correlates with purchase behaviors.

For other infographics related to this research click here

B2B Tech Buyers Video1 Infographic: B2B Tech Buyers Leverage Video to Advance Purchase Behavior


Tech Marketers Want To See ROI For Their Media Spend

MediaPost, 2/16/11

A new global research initiative by IDG Research Services to gain insight into tech marketers’ marketing/media spending plans and priorities for 2011 finds that 63% of marketing decision makers report a modest increase in media spending from 2010 to 2011. 6% expect a significant increase and only 10% report any contraction in spending in 2011. Global decision makers are significantly more likely to forecast an increase in spending than those with regional or local responsibilities.

39% of the respondents noted that their scope of decision making is global, covering multiple countries in more than one region, 31% have regional responsibilities, with involvement in multiple countries within a single region, and 30% have a local, single country focus. Annual media spending averages $6M (USD) among tech vendors surveyed and $10M (USD) among participating agencies.

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Where IT Buyers Turn for Trusted Information

Research logo Where IT Buyers Turn for Trusted Information

IT buyers show a strong preference for trusted technology sites when they’re looking for product and services information. But one source often isn’t enough. These are some of the findings of an online survey conducted in September 2010. IDG Research Services VP/GM, Janet King, explains what buyers told us about what they value and why. http://youtu.be/yKuFu_eHlY8

The Marketing Power of Research

The results are in and the RSA survey highlights potential problems related to personal mobile devices such as iPhones and iPads in use in businesses. Though most companies have policies restricting connection of personal devices to a corporate network, nearly 60 percent of IT and security professionals said unauthorized connections happen and 23 percent of the largest firms suffered a serious breach as a result.

RSA worked with IDG Research Services for a Market Pulse online survey of almost 400 CIO readers. RSA wrote a news release that generated stories in technology media.

A white paper on the findings was produced by the CIO Custom Solutions Group.

In less than three months, RSA received news breaking research and a white paper.

For more on IDG Research go to

IDG New Media Survey of IT Buyers

idg rs IDG New Media Survey of IT Buyers

IDG Research Services, December 2009

IT and technology-savvy business professionals have been among the largest group of early users of new media and social networks. To find out what they use most frequently for information and purchasing decisions, IDG Research in fall 2009 surveyed 1700 enterprise and prosumer online readers across IDG brands. While newsletters, product reviews, and search are at the top of your buyers lists, vendor content and communities are also important.

To learn more about the research results, click here…

• For more information please contact Bob Melk, Senior Vice President, Group Publisher, bmelk@idgenterprise.com
• @ 2009 IDG Research