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CMO study looks at online technology content

Published on .

New York—The Chief Marketing Officer Council and KnowledgeStorm released top-line results of a study designed to explore how online content influences IT purchase decisions.

The study, “Define What’s Valued Online,” was based on a survey of approximately 1,400 business and IT executives across a range of industries.

Initial results found that nearly 90% of respondents said online content has a moderate to major impact on vendor preferences and selections.

However, only 22% of respondents said they were “very satisfied” with the caliber of content freely available through business and technology channels.

The most popular types of technology content were vendor white papers (58%), product reviews (54%) and analyst research reports (52%). Respondents could select more than one choice.

When asked to identify their top technology content pet peeves, respondents cited “hype and puffery of offering” (53%), “poor communication of business value proposition” (46%) and “too few proof points that evidence ROI” (45%).

—Kate Maddox

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