Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting infographic, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.

1. Technology for marketers
Are you engaging effectively?
Influencing technology budgets
Technology decision making
IT spending over the next three years
What Marketers are Buying
Communications & collaboration technologies
proactively using marketing technologies to
influence and transform marketing campaigns
feel that marketing and comms teams are not
closely involved in tech purchasing decisions
believe the marketing and communications
department is more involved in tech
buying decisions than it was a year ago
Provide clearer,
simpler definitions
with no jargon
Give real
case studies with
details of return
on investment
Use
demonstrations,
imagery or video
content more
About the research
The research was conducted by Brand Republic between January and March 2014 and
surveyed 229 marketers on their involvement in technology buying decision within their
organisations and the effectiveness with which technology companies marketed their
products and services to them.To get a copy of the full report or to find out more about
how Ruder Finn can help you take the right message to the right audience please
contact JonWhite at jwhite@ruderfinn.co.uk or 020 7438 3051.
Gartner 2017 technology budgets
(http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/)
http://www.accenture.com/microsites/it-technology-trends-2014/Pages/home.aspx
50 per cent less
on traditional
infrastructure projects
50 per cent more
on digital and
mobile technology
87
89per cent
per cent
per cent
per
cent
per cent
per cent
per cent
per cent
20
45
32
68.5
59
say that this involvement will continue
to progress over the next twelve months
43
Data management
CRM technologies
16
6
Too focused on a technology audience
Language is too technical
Don’t understand marketing challenges
Social Email
Well tailored messages for a marketing audience
Ineffective technology marketing
Messages well personalised
56
per
cent
per
cent
per cent
per cent
per cent
per cent
55
52
46
per cent
30
CMOCIO
Tips for technology marketing
Channel preferences
Marketing effectiveness in technology