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Vendor marketing information not relevant 42% of time, according to IDG survey

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Framingham, Mass.—Online technology vendor marketing information is relevant to potential buyers "less than half the time," according to a survey of about 400 information technology buyers conducted by International Data Group. The survey, conducted online in October, found that an average of six technology, business and financial professionals are involved in major technology purchases and they each have their own preferences about content and how it is displayed online. The respondents said that they found "relevant" content only 42% of the time. The survey found that lack of relevancy in vendor marketing content reduced the vendor’s chance of closing a sale by 45%
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