B2B Tech Buyers Not Immune to Mobile, Video and Social Marketing
People may claim that they are not influenced by what they come across on social media, YouTube or mobile advertisements, but a recent study from the International Data Group paints a different picture.
The study entitled, “B2B Tech Buyers,” polled over 2,200 IT decision-makers and found that a large percentage of them rely on multiple online sources when making a technology purchase decision. Below are a few key highlights from the B2B marketing study.
How B2B Tech Buyers start their product research:
- 92% of B2B buyers rely on technology websites when making purchase decisions
- 60% use tech vendor websites
- 58% turn to technology-related print publications
On how B2B Tech Buyers rely on social media to make purchase decisions:
- 45% of respondents said tech marketers’ presence on social media positively influenced their satisfaction with the company
- 43% said it influenced their likelihood to purchase from the company
- 43% also said it influenced their likelihood to recommend the company
- 56% of B2B technology buyers said they are seeking information about products on social sites
- 54% would like tech vendors to respond to questions or concerns using social media networks
On how B2B Tech Buyers are influenced by mobile advertising:
- 41% of B2B tech buyers purchased a product within six months of seeing an ad on a mobile device
- 40% looked for a product in a retail store after seeing a mobile ad
- 36% clicked on a mobile ad for a technology product.
On how B2B Tech Buyers are influenced by video advertising:
- 72% of buyers researched a product within three months after seeing a tech-related video for a product
- 54% visited a vendor website or contacted a vendor for more information
- 46% purchased a product
- 45% looked for the product in a retail store
- 28% added the vendor to a short list or consideration set
“The survey findings show that while tech buyers may be early adopters, they’re good indicators for what marketers should prepare for with the rest of the user population,” said Matthew Yorke, CEO of IDG Global Solutions. “A 2013 digital marketing program without consideration of mobile usage and social interaction will miss a growing prospect base.”