For Technology Marketing Professionals

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	July 6, 2009 B2B Digital Marketing: A Global Deep Dive Into Local Decision-Makers Map Local Marketing Mix To How Buyers Inform Purchase Decisions by Jennifer Belissent, Ph.D. with Peter Burris, Zachary Reiss-Davis	Average: 9  (2 ratings)

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Executive Summary

Expanding into new markets requires tech marketers to sharpen local marketing strategies. Buyers in emerging markets, shaped by distinct cultures, languages, and channels, buy according to local business criteria and information sources. Buyers gather information individually, collaboratively, and, increasingly, virtually — from peers to print ads or from vendor sales collateral to virtual events. Tech marketers are tasked with allocating the marketing budget across this complex matrix of audiences and tools — dealing not only with new audiences but also with increasingly influential social media tools. Forrester's Global Technology Adoption Survey, Asia Pacific, Latin America, Middle East, And Africa, Q1 2009, provides insight into how IT decision-makers inform their technology purchases — and measures which tools resonate best across markets. Effective tech marketers understand local buyers' behaviors and localize their marketing mix to best reach their new audiences.

TABLE OF CONTENTS

• The Local Marketing Mix Is Uncharted Territory
• Local Buyers Navigate Purchasing Decisions Differently

RECOMMENDATIONS

• Map Local Marketing Mixes To Local Buyer Behaviors

WHAT IT MEANS

• Social Media Are Clearly On The Radar Of Buyers In Emerging Markets
• Supplemental Material
• Related Research Documents

This is an excerpt

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