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Published on: November 09, 2006
Type of content: ANALYST REPORT
Format: Adobe Acrobat (.pdf) (1471 kb)
Length: 28 pages
Price: FREE

Overview:
Relevancy Drives Online Results for Technology Marketers
Today relevancy is vital to attracting and engaging online audiences. But, it is not always enough. To break through the Internet's clutter of information, technology marketers need to reach out and deliver relevant content by using the newest emerging media formats. They must not only fine-tune the message, but also pump up the volume.

New research by KnowledgeStorm and Universal McCann, points out how the effective use of new online, two-way media channels are engaging
customers as well as keeping direct communications with them alive and thriving. This report, the third in a series of studies examining the impact that emerging online media have on B2B technology marketing, shows how three mainstays of the Web 2.0 culture are evolving into B2B information delivery tools.

- Online video
- Social networks
- Wikis

The B2B marketplace seems to have taken advantage of the benefits online video offers, but has grappled with different aspects and business applications of Wikis - and to a greater extent social networks. According to a March 2006 study released by the Online Publishers Association, online video viewing has become commonplace for many Internet users and a daily addiction for some. Notably, technology buyers are no different, as 63% of respondents are viewing online videos at least once a week. With entertainment videos aside, this group "sees" the value that visualization brings to technology content housed on the Web.

In stark contrast, the role of social networks - one of the fastest growing segments of the Internet - has yet to be fully realized by technology buyers. A striking 77% of respondents admit to having very little to no experience with these online communities. But, that's not to say awareness isn't building. The growing success of more business-oriented networks, such as LinkedIn, indicates a push to address the B2B market's need for a community that promotes more knowledge sharing and collaboration as opposed to one offering yet another portal for job searches.

On the other hand, technology buyers appear to have found a middle ground with Wikis. Even though the B2B marketplace has qualms about maintaining quality control for an ever-growing library of content, Wikis have emerged as a useful tool for augmenting information searches and finding high-quality content. However, this is the extent of most technology buyers' interaction with this medium as only 6% of respondents have actively contributed content.