Information technology (IT) media company TechTarget, Inc. (NASDAQ: TTGT) today announced the completion of a joint research project with Google examining the online search behaviors of enterprise IT professionals when researching and purchasing technology solutions. The Google/TechTarget research results are based on the participation of over 2,200 IT business and technical decision makers in North America, Europe and Asia who answered over 40 in-depth questions about their online search practices and preferences.
Examples of findings from the research include:
- 97% of IT pros use search frequently during their purchase process
- 67% of respondents click on the links of unfamiliar advertisers
- 43% of respondents state they read search advertising
“One aspect of this joint research that makes it so compelling is that Google’s decision to work with TechTarget was based on our ability to deliver a high-quality IT audience to serve as the foundation of this unique research project relationship,” said Greg Strakosch, CEO of TechTarget. “By surveying a segment of our over 6.6 million qualified IT professionals, TechTarget and Google were able to generate what we believe is the most comprehensive research project examining the online search behaviors and preferences of enterprise IT professionals throughout the various stages of the technology research and purchase process. Additionally, we are pleased that this joint research project is Google’s first to specifically investigate attitudes and practices of IT influencers surrounding video, mobile, and RSS technologies, as well as topics related directly to online IT publishing best practices.”
To share the research results with advertising agencies and IT marketers, Google and TechTarget have announced a joint five-city event called the “Google/TechTarget Research Project Roadshow: How IT Pros Search Online during the Purchase Process”. The invitation-only events being held in Boston, New York, Chicago, Austin and Seattle/Kirkland are designed for advertising agencies and IT marketers who purchase online search keywords or media, manage online strategies, or need to better understand the dynamics between online search and the research and purchase processes used by IT professionals.
IT marketers can apply to attend a nearby event at Google/TechTarget Roadshow application.
IT marketers who want to receive a copy of the Google/TechTarget joint research can send their request to[email protected].
TechTarget, a leading online Information Technology (IT) media company, provides IT companies with ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network of more than 50 technology-specific Web sites and over 6.6 million registered members, TechTarget is a primary Web destination for IT professionals researching which products to purchase. The company is also a leading provider of independent, peer and vendor content, a leading distributor of white papers, and a leading producer of vendor-sponsored Webcasts and Podcasts for the IT market. Its Web sites are complemented by numerous invitation-only events and two magazines. TechTarget provides proven lead generation and branding programs to over 1,100 advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.
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