Sept. 21 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