TechTarget’s Media Consumption Research Identifies Specific Online Media Preferences of IT Buyers Based on Buying Stage
November 20 2009 - 10:15AM
Business Wire
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.
About TechTarget
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.
(C) 2009 TechTarget, Inc. All rights reserved. TechTarget and
the TechTarget logo are registered trademarks of TechTarget. All
other trademarks are the property of their respective owners.
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