The 2014 IDG Enterprise Customer Engagement survey was conducted to gain a better understanding of the various types and volume of content consumed throughout the purchase process for major technology products and services. It also looks to gain insight into the preferences of IT decision-makers with regard to IT solution provider contact and follow-up during the purchase process. (Click to Tweet)
Key findings include:
- A variety of content is used throughout the IT purchase process so it is important to identify the target audience and understand what is being used, and when, within the purchase process.
- Video continues to grow as a relied upon resource, especially during the product evaluation stage.
- Events which create an environment conducive to education and networking are valued. (Click to Tweet)
- While desktop/laptops are still the preferred way to consume all content types, mobile is used, and content should adapt to those form factors for maximum consumption and engagement.
- Technology decision-makers share content via many means with email, in person/phone, and LinkedIn leading the sharing methods.
- Social strategies should be about more than just content distribution given that customer service and the likelihood to recommend a vendor can be heavily influenced by vendor interactions on social channels. (Click to Tweet)
- Trusted information is hard to come by due to lack of truly independent unbiased information, overuse of marketing buzzwords, and fear of unwanted sales follow up. Strategic content marketing tactics and strategies and an educated lead nurturing and sales follow up strategy are critical.
- Knowledge leads to speed: It is critical in sales follow up that the vendor representatives be knowledgeable about the product being discussed and able to promptly answer questions. (Click to Tweet)
- Lack of response drives respondents to evaluate other vendors’ solutions. (Click to Tweet)
- Response timeframe is critical given that contact outside of the desired timeframe is actually more detrimental than no contact at all.
- To learn more about the research, reach the accompanying press release here.
IDG Enterprise’s 2014 Customer Engagement survey was conducted online among the audience of six IDG Enterprise brands – CIO, Computerworld, CSO, InfoWorld, ITworld and Network World, as well as select IDG brands in the UK and Australia, via pop-up, forum posts, and email invitations. Results are based on 1,101 respondents.
For more information on this study, view the excerpt below. To request a meeting with an IDG Enterprise sales executive to walk through the full study, please complete the form below.