Is Your Content as Accessible as It Should Be?

According to a study conducted by IDG Research, 57% of smartphone and 31% of tablet users engage with content on their mobile device. IDG Enterprise’s Customer Engagement research, however, revealed that mobile content access has several limitations. The majority of IT decision-makers (87%) report impediments to viewing and accessing information to help them make purchase decisions on mobile devices, including: user interface not optimized for a mobile device (49%), difficulty typing (34%) and security concerns (33%).

Beyond creating trusted, relevant content, tech marketers need to produce content that is viewable and interactive on mobile devices. Developing information that is optimized for a variety of devices will make it easier for customers to access the information they need, when they need it, on their preferred device – ultimately enhancing their purchase experience.

IT marketers also need to evaluate how they are using social media to engage ITDMs. Three-quarters (73%) of ITDMs have engaged with a technology vendor using social media or business networking sites. In addition to maintaining a social presence to shape conversations, actively engaging ITDMs on social media has more tangible benefits. More than two-fifths of respondents report that the ability to interact with or follow technology vendors on social sites has improved their willingness to recommend vendors to others (44%), their overall vendor satisfaction (43%), customer service experience (43%), and their feelings of brand loyalty (40%).

Our research demonstrated that ITDMs also actively disseminate valuable content to their peers – creating a valuable opportunity for marketers to expand their reach. While ITDMs are most likely to use email (86%) to share content/assets they read and download, they also access social/business networking sites like Facebook and LinkedIn. Providing social media and email links alongside content via a built-in toolbar will encourage sharing. 91% of respondents reported that would share content with their peers via a built-in tool.

Bottom line: ITDMs are embracing mobile and social. IT marketers should too… there are numerous benefits to doing so.

Is your team effectively measuring the ROI of mobile and social initiatives?

Source: Customer Engagement: The Role of Content in the IT Purchase Process, IDG Enterprise, 2012

Download our free white paper, “Connecting the Dots Between Content and Sales” to learn more about the role of content in the IT purchase process.