Technology media company TechTarget, Inc. (NASDAQ: TTGT) today announced release of a new report mapping content and information source needs of IT buyers to their online research process. The TechTarget Media Consumption Benchmark Report 2: Closing the Gap between IT Buyers and IT Marketers is available online at, www.TechTarget.com/ForMarketers
This latest report shows IT buyers consume online media throughout their buying process, and demonstrates the specific formats and media types most valued at each stage of the process. Additionally, it compares those results to the practices of IT marketers and, while marketers have tightened the gap between content they offer and formats buyers prefer, there are still opportunities to better align their material.
Product and vendor comparisons are the content format most important to IT buyers, but often lacking from the marketers supply. Buyers want these comparisons when in the final stages of their buying process and have narrowed the competitive set to a short list of vendors – a finding echoed in a joint Google/TechTarget study on search in the buying process.
“Technology marketer’s supply of media and content has become better at meeting the demands of IT buyers,” said Marilou Barsam, senior vice president of client consulting and corporate marketing, TechTarget. “But, online content showcasing vendor comparisons – avoided by many marketers – still holds big opportunities to influence this audience, especially when they are in end stages of choosing specific vendors,” Barsam continued.
TechTarget, a leading online technology media company, gives technology providers ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network of more than 60 technology-specific websites and more than 7.5 million registered members, TechTarget is a primary Web destination for technology professionals researching products to purchase. The company is also a leading provider of independent, peer and vendor content, a leading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtual trade shows for the technology market. Its websites are complemented by numerous invitation-only events. TechTarget provides proven lead generation and branding programs to top advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.
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