There's an old adage that says variety is the spice of life. Well, it turns out variety should be the spice of your marketing collateral, too. Let us explain why.
In our new Supplemental Report on Reference Collateral that we released last week, we discovered that technology buyers consume a variety of collateral during the purchasing decision making process, and that overall consumption of all collateral types increased from 2008 to 2009.
In fact, the use of written case studies increased from 68 percent in 2008 to 77 percent in 2009, use of podcasts increased from 29 percent to 32 percent, while the use of video jumped from 28 percent to 49 percent. We also discovered that Decision Makers consume about 10 percent more of each type of reference collateral than Influencers do, and we found similar results when we looked at the consumption habits of buyers at enterprise organizations and small business: Individuals who make purchasing decisions for enterprise organizations consume about 10 percent more videos, podcasts, and white papers than their small business counterparts.
What do these figures mean? Technology buyers are different and there are many variables that can affect how collateral is consumed. To successfully reach everyone who has input into a purchasing decision, we recommend developing a variety of targeted reference content. If you want to learn more about collateral consumption habits, download our free report now.
In our new Supplemental Report on Reference Collateral that we released last week, we discovered that technology buyers consume a variety of collateral during the purchasing decision making process, and that overall consumption of all collateral types increased from 2008 to 2009.
In fact, the use of written case studies increased from 68 percent in 2008 to 77 percent in 2009, use of podcasts increased from 29 percent to 32 percent, while the use of video jumped from 28 percent to 49 percent. We also discovered that Decision Makers consume about 10 percent more of each type of reference collateral than Influencers do, and we found similar results when we looked at the consumption habits of buyers at enterprise organizations and small business: Individuals who make purchasing decisions for enterprise organizations consume about 10 percent more videos, podcasts, and white papers than their small business counterparts.
What do these figures mean? Technology buyers are different and there are many variables that can affect how collateral is consumed. To successfully reach everyone who has input into a purchasing decision, we recommend developing a variety of targeted reference content. If you want to learn more about collateral consumption habits, download our free report now.
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