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Mapping The Tech Buyer's Journey

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How do buyers of technology products consume information at different stages of the funnel, prior to making purchase decisions? Funny you should ask. In this blog post, Kevin Kerner, managing director-U.S. with agency Mason Zimbler, Austin, Texas, a division of direct-marketing company Harte-Hanks, offers tidbits from a new study that helps inform communications with these high-value tech buyers. For example, 40% to 60% of these folks say search and review sites are primary tools in becoming aware of new products.That means long-tail keywords are essential to any search campaign aimed at them. They're also very plugged in to offline channels, so don't ignore that, Kevin warns.
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