Technology media company TechTarget, Inc., US, has announced the 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. The report further states that 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.
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