TechTarget Releases Unprecedented Global IT Buyer Media Consumption Report Demonstrating Regional Distinctions of Online Medi...
January 06 2011 - 11:15AM
Business Wire
Technology media company TechTarget, Inc. (NASDAQ: TTGT) today
announces the release of its latest report in the Company’s
groundbreaking series of media consumption research on the
information technology (IT) professional. This 12th report examines
ten global regions, including the countries of; India, China,
Japan, Italy, France, Germany, South Africa, Australia-New Zealand,
the United Kingdom, and the United States.
This study, conducted through 2,425 completed online surveys
with 31% of respondents representing IT management and 43%
representing large enterprises, shows clearly that understanding
regional differences is critical to successful technology
marketing.
Important distinctions for technology marketers to know about
these regions include;
- Indian IT professionals are the most
receptive audience to online IT communities,
- China’s and Japan’s audiences prefer
product literature and case studies to white papers,
- Japan’s IT purchase process frequently
takes more than one year to complete,
- German IT professionals are the least
likely to accurately complete online registrations,
- Indian audiences are even more
receptive to video content than the United States,
- When marketing to India it’s important
to reach a large number of people at each company because of large
buying teams.
“Marketing budgets need to accompany the shift in global
research habits suggesting that marketers around the world need to
invest in building diverse content portfolios and placing this
content in varied information sources that IT professionals
frequent,” said Marilou Barsam, senior vice president of client and
corporate marketing for TechTarget.
One important consistency across all regions was the high regard
and increasing use IT professionals reported having for online
social networks and online IT communities. These social media are
becoming an integral part of their research process because the
technology purchase decision-makers can easily interact with peers
who have experienced similar enterprise technology solutions and
are already familiar with specific brands and solution sets. Vendor
credibility is thereby established through existing clients more
quickly and by a more trusted audience than vendor marketing could
accomplish.
“Worldwide, more IT professionals rely on the Internet for their
purchase-decision research process than any other source. Despite
distinctions for specific content based on a specific region, the
study reaffirms that all view the Internet as the best source for
information when they seek advice on brands and the technical
details on solutions to purchase – therefore, it is also logically,
the best medium for marketers to cultivate relationships and why
investing in social online venues that these buyers rely on makes a
lot of sense,” continued Barsam.
Download and read the full TechTarget Global Media Consumption
Trends Report
today.(http://techtarget.global-media-consumption-2010.sgizmo.com/)
About TechTarget
TechTarget, Inc. (www.techtarget.com) (NASDAQ: TTGT) is a
leading global technology media company with more than 90
technology-specific websites, 9 million registered members, and
more than 10 years of groundbreaking accomplishments. Our extensive
editorial and vendor-sponsored content fulfills the needs of tech
pros looking for in-depth coverage of technology topics throughout
their buying process and positions us to meet the needs of
technology marketers targeting qualified technology audiences.
Outside of North America, TechTarget runs 23 websites and has
offices in London, Mumbai and Beijing.
(C) 2011 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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