Feb23 Written by:
Compass Intelligence
2/23/2010 2:03 PM
|
|
|
Buying Influencers
|
23 February 2010 |
|
|
Your Author:
Kneko Burney
Chief Strategist
Compass Intelligence
|
|
| |
|
How Do Professionals Buy Technology & Services?
Compass Intelligence gives some insight into the purchasing process for computers, software and computer-related products among business professionals in the US. In a recent web-based survey with more than 10K professionals and working Americans, "Online Search" rated highest (7 on a scale of 1 to 10) as a key means to inform purchase decisions. This is followed by "the opinions of friends or colleagues," which has a mean score of 6 out of 10.
The Internet is Critical to Your Strategy:
These results are believed to be typical of the purchase process for a growing number of products and services, including telecom (covered in the research),not just computers. As such, it means that no matter what you sell, your online point of presence and the searchable content around it, is critical.
-
Vendors tend to be most successful when they marry product, transactional and searchable content (articles, case studies, testimonials, etc.) together.
-
Video has been quite popular as a means to add more depth and richness to user experiences online- particularly how-tos for complex products.
-
Online learning resources (online courses, step-by-step guides, etc.) rank high among research with business users as the most valuable type of user content they seek for business use online.
|
|
|
|
Tags: