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Dentsu India's Merkle B2B and BloombergQuint, have partnered to launch a report titled ‘The Media Guide’.
The report is aimed at helping Indian tech marketers understand the world of evolving Indian tech buyers and the factors influencing their decisions.
It has been commissioned through Greyhound Research and conducted with Indian CIOs (chief information officers) and ITDMs (IT decision makers), to identify their concerns, issues and preferences about a brand, product or solution while making a purchase.
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Organisations are now heavily investing in technology or technological assets that will allow them to thrive in the coming times, according to the guide. However, it points out that not all industries are tactical about their investments.
Traditional organisations still reach out to technology vendors to help them spot new opportunities. Small and medium enterprises (SMEs) and startup companies too, connect with vendors for unique and personalised experiences.
The guide highlights that technology investments do not have a very high priority to deliver business value. It states that the question ahead of marketers is about how they should engage with buyers in the evolving technological world and how a technology vendor should deliver digitally enabled interactions to this self-serve audience.
Although inputs of sales and secondary industry information help marketers in their initial planning, the real gap of local insights is often felt while engaging with the audience.
Key highlights of the report:
- CEOs/MDs are personally getting involved in the technology decision-making process, by getting business leaders and external parties to gain deeper insights and better bargains from existing and new vendors
- 80% of traditional organisations and 70% of startups prefer to use local podcasts and videos, along with their global content pieces to strengthen context
- 73% of traditional organisation respondents continue to value conferences and events, while 53% of startup organisations prefer them as part of the new technology buying decision-making process
- 60% of traditional organisations and 100% of startup organisations find online technology magazines to be effective in their technology buying decision-making process
- 40% of startups and 23% of traditional organisations find global video content to be helpful while identifying a technology vendor.
Abhay Kulkarni, MD, Merkle DWA, said, “Our intent is to get an on-ground understanding of the tech buyers’ evolving world and unearth insights that can help tech marketers make informed decisions. Merkle believes that today’s customer-focused marketing leader is evolving with the core pursuit of placing people at the heart of the business strategy. Our aim is to help marketers stimulate their thinking towards the future of marketing while getting actionable ideas that can impact businesses, and ultimately, strengthening their ongoing approach to people-based marketing.”
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