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Published on: July 2006
Type of content: ANALYST REPORT
Format: Adobe Acrobat (.pdf) (705 kb)
Length: 14 pages
Price: FREE

Overview:
Blogs, podcasts, wikis, RSS feeds and other communication formats that emerged from niche communities, political pundits and news organizations are evolving into key elements of the B2B marketer's online toolkit. New research conducted by KnowledgeStorm and Universal McCann of 3,900 B2B technology buyers shows that technology buyers are not only interested in these new delivery channels, but they are using them to gather information and make decisions.

With the emergence of these new content and delivery forms, technology buyers have more options than ever - putting them increasingly in control of the vendor/buyer dialog. The implication for technology marketers is that they must adapt quickly to the changing preferences of the market and look for ways of delivering relevant content that meet the merging professional and personal lifestyles of these buyers.

This report is the first in a series of thought-leadership studies conducted by KnowledgeStorm and Universal McCann that will take a strategic look at the impact these emerging online tools have on B2B technology marketing.
This first installment specifically examines podcasting and provides valuable insight into this red-hot delivery mechanism.

The study was conducted by KnowledgeStorm, the Internet's top-ranked search resource for technology solutions and information and Universal
McCann, one of the world's largest media service firms, and was fielded in online format to its global registered user audience. Administered in June 2006, the survey represents responses from more than 3,900 participants on such topics as acceptance of podcasting, user preferences and influence on purchasing decisions - as well as opportunities and challenges facing this medium.
The survey was answered by business and IT professionals across a variety of job titles, vertical industries and company sizes.