Research from Rhetorik reveals the best way to target the IT and Telecoms end user audience

With an ever increasing number of media that can be used to communicate with the IT and Telecoms end user audience (especially with web 2.0 media & social networking) it can seem like a minefield of choice.  Recent research conducted by Rhetorik reveals the popularity for each approach and reports on what works best, if used in a targeted and relevant manner. 

Email’s conversational nature makes it a perfect choice to engage customers in peer-to-peer exchange.  Email causes the recipient the least interruption and has remained the most liked communications method in Rhetorik’s surveys over the past six years.  From the first chart (Preferred Ways to be Kept Informed about Products/Services) we can see how far email stands out from the crowd.

When searching proactively for product/service information, the preferred source for ICT managers was the vendor or reseller Website.  91% of those surveyed reported likelihood to use this resource, closely followed by Internet searches or product review Websites (90%).  Three-quarters are likely to make direct contact with their vendor or reseller and a similar proportion favour recommendations from colleagues.  Around three-fifths would seek information in the industry press, with only around half of this level going to exhibitions or trade shows.  Although not highly favoured as a way of being kept informed by their suppliers, Web 2.0 is becoming a factor for end-users when seeking information proactively, with one-in-seven of all respondents employing these means.   See the second chart (Preferred Sources of Information when Purchasing Products/Services).

When questioned on the frequency of different marketing communications, email was predominant, seen “very frequently” or “frequently” by three-quarters of all respondents to the survey.  This was followed by online/Web ads, advertising in print media, direct mail, editorials/articles in trade press and the telephone.  Interestingly, 13% are already seeing new IT/Telecoms products and services promoted “frequently” or “very frequently” through Web 2.0 media.

Whereas frequency in perceived use of email, online/Web advertising and telephone have remained at comparable levels in Rhetorik’s surveys over the past four years, marked declines have been seen for direct mail and editorials/advertising in the trade press.  In 2005, direct mail had the greatest incidence in use, but reported usage has fallen steadily since that time. 

However, it is also important to question what the actual impact of individual marketing communications methods have on influencing the end user when making a purchasing decision.  From the perspective of the IT/Telecom manager, the most useful medium for getting the marketing message across is the trade press.  Despite perceived usage having declined in recent surveys, editorials and articles in trade publications stood out from all other media for the influence these could have on the decision to purchase.  Next in significance was email, followed some way behind by advertising in print media, online/Web ads and direct mail.  Telephone communications were believed to have least impact of all methods covered in this research.

And in terms of promotional techniques you may think that price reductions would have a stronger bearing arousing interest, however its educational information relating to the technology area, reports, white papers and guides, endorsements and case studies that have greatest influence.   See the third chart (Marketing Techniques with the Greatest Influence on Purchasing Decisions).

Rick Paskins, Managing Director of Research at Rhetorik commented, “In this ever changing, fast paced world with marketing noise coming from all directions it’s ever more important that your messages are communicated in the most appropriate and acceptable manner to have the greatest influence on customers.”

The full report provides a comprehensive vantage point of how the IT & Telecoms industry prefers to be marketed to.   It was conducted using Rhetorik’s unique NetPanel, which consists of a panel of around 1,900 IT and Telecoms decision-making contacts.   For further information please visit www.rhetorik.com or call us on 0118 989 8580.