B-to-b marketers have traditionally used a steady diet of white papers and nurturing initiatives to form relationships with prospects. But a new study by IDG Connect — a research and lead generation division of the International Data Group — shows that IT buyers will soon look to social media as the single most important content source to inform their buying decisions.
When compared to editorial content and vendor-created content, social media is currently the least critical source of information for IT buyers, the study found. But in two years, buyers expect that equation to flip as they increase the weight given to social media from 31% to 37% for influencing investment decisions. In the same period the weight given to editorial and vendor content will drop to 31% and 32%, respectively.
Social is already playing a role among the vast majority of IT buyers. According to the study, 86% use social media today in their purchase decision process.