by KnowledgeStorm, Inc
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Published on: December 13, 2005
Type of content: WHITE PAPER
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A new study, Define What's Valued Online, confirms what many technology marketers have instinctively suspected all along: Buyers of technology products and services use the Internet to research and compare technology options, and they consider Internet research essential to their ability to do their jobs.
The findings, however, stretch beyond this basic understanding to craft a guide to what technology buyers fundamentally want from the information they access online -- what knowledge they hope to gain from it, how they use it in their own jobs, how they share it among others involved in the purchasing process and how they factor it into their evaluations and final purchasing decisions.
The study was conducted jointly by the Chief Marketing Officer (CMO) Council and KnowledgeStorm, the Internet's top-ranked search resource for technology solutions and information. The goal of the study was to provide research-backed observations to help technology marketers understand and improve the quality, availability and accessibility of their online content based on the desires of the technology buyers who use it.
The findings from 1,400 respondents involved in researching, evaluating or selecting IT solutions provide core insights that can help technology marketers do a better job of reaching, influencing and convincing buyers through online content.
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