Summary
Buying business software is a highly considered, collaborative process, one ideally suited for community interactions. Recently, Forrester surveyed software decision-makers to see how digital and Web 2.0 media affect their buying process. Overall, respondents report that social media has yet to displace traditional media sources; however, Web sites and discussion forums may become the proving ground for community activity among these buyers. Smart marketers will get ahead of these trends, integrate social media into traditional marketing efforts, and use the two to reinforce each other.
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