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How customers choose solution providers--part 3
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And now, for the third and final part in our series on how customers choose solution providers, we examine the most effective marketing vehicles. The results come to us from TechTarget's study with ITSMA. You can find Part One and Part Two here.
They asked buyers which marketing vehicles they thought were most effective in getting their attention, prompting them to learn more. Of the 185 responders, case studies of successful implementations finished first at 3.6. Articles in business and trade press followed closely with 3.5. Tied with that ranking was speaking or presenting at a conference or trade show. Invitations to a seminar of workshop received a 3.3 ranking, as did white papers available online.
Search engine hits when doing online research was next in the ranking, coming in at 3.2. But we can’t look at this strategy in a vacuum. It’s likely that search engine traction drives some of the influence in case studies, trade press, conference promotions, white papers, and even seminar ads, email marketing and other promotion.
But no marketing programs should really be viewed in a vacuum. When marketing is successfully integrated, activities influence other activities for maximum exposure, credibility and ROI.
Access the report here: http://wp.bitpipe.com/resource/org_1107446206_529/TechTargetMediaConsumptionQ108_TT.pdf
Find more tech industry trends for marketers at q2marketing.com.
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