Network World Verifies That Successful Technology Product Promotion Must Target Information Technology
SOUTHBOROUGH, MA – September 2, 2005 – Network World, Inc., the leading Network IT media company, conducted its second cycle of marketing research aimed at determining the buying process for technology products for the enterprise. With original landmark research conducted in 2001, this new survey, conducted July 2005, validates earlier findings and further details the relationship of corporate and IT management when it comes to technology purchases. The results: both IT and Corporate Management agree that IT plays the dominant role.
"While both IT and Corporate Management determine the business need, it is IT that dominates determining the technology solution," said Evilee Thibeault, CEO and publisher, Network World. "This means that technology vendors need to continue to focus their promotional efforts on decision-makers and executives on the IT team."
The survey, available at http://www.networkworld.com/media_orders/techbuyer_order_05.html verifies that IT has more influence on information search, vendor analysis, vendor selection and budget development while Corporate Management has the dominant role in budget approval. Additional results uncovered the fact that Corporate Management, for the most part, directly refers technology vendors who contact them to IT.
"Because IT controls who gets on the vendor short list, corporate and line-of-business teams won't even see a vendor's name without IT knowing the value of what the vendor offers," noted Thibeault.
About Network World
Network World, Inc., the Leader in Network Knowledge, empowers Network IT Executives through education, information and community. Network World, an IDG company, is the leading provider of news, analysis, reviews, events and education on information technology. Network World publishes the leading newsweekly, Network World, hosts the most active online community (http://www.networkworld.com), and produces educational seminars and events worldwide. Network World's portfolio of strategic marketing programs provides marketing and agency professionals with the tools to generate high-quality leads, optimize marketing campaigns, and create new revenue opportunities.
International Data Group (IDG) is the world's leading technology media, research, and event company. A privately-held company, IDG publishes more than 300 magazines and newspapers including Bio-IT World, CIO CMO, CSO, Computerworld, GamePro, InfoWorld, Network World, and PC World. The company features the largest network of technology-specific Web sites with more than 400 around the world. IDG is also a leading producer of more than 170 computer-related events worldwide including LinuxWorld Conference & ExpoR, MacworldConference & ExpoR, DEMOR, and IDC Directions. IDC provides global market research and advice through offices in 50 countries. Company information is available at http://www.idg.com.
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