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January 23, 2009 (updated April 3, 2009) B2B Digital Marketing: A Deep Dive Into IT Security Decision-Makersby G. Oliver Young, Laura Ramos with Peter Burris, Zachary Reiss-Davis, Christina Lee |
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This is an excerpt
Executive Summary
Security products mitigate corporate risk, and, as a consequence, buyers approach these purchases very conservatively. Forrester surveyed IT security buyers to find out how they respond to emerging social media and found that these tactics have not yet displaced traditional sources of information and influence. There is, however, room for experimentation as security buyers, especially in the US, scan and accept input from multiple digital channels. While Forrester does not expect social media to supersede traditional information sources and media imminently, smart marketers can start to use these tactics to build a community presence today.
This is an excerpt
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