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IDC finds social not key buying influence


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Vancil offered three tips for marketers to help them engage more effectively with technology buyers. “IDC is seeing good usage of social marketing for the key activity of listening and monitoring,” he said. “In fact, just listening to the conversations about your company without even saying anything is an excellent way to step into this new medium.” Vancil pointed to the high percentage of tech buyers participating in online communities and blogs, “making them an excellent source of relevant conversations.” Second, he said, “It's not only about presence, it's about influence. Always prioritize the value that you can bring to your audience. Help educate them; help connect them with their peers. These are attributes that they dearly seek versus being sold to by their tech vendors.” Finally, Vancil said, marketers should continue to invest in social marketing. “Social marketing is capable of providing high impact at a relatively low cost,” he said. “Invest and increase proficiency to achieve higher levels of impact.”

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