Trends Report

B2B Tech Marketers Must Tune Their Social Media Campaigns For Europe

B2B Social Technographics® Shows That Europeans Use Social Media, But For Various Reasons

April 29th, 2010
With contributors:
Peter Burris , Madiha Ashour

Summary

Forrester has now completed its annual North American And European B2B Social Technographics Online Survey, Q1 2010. The detailed regional breakdown for European tech buyers shows that their adoption of social media in the tech buying cycle has accelerated compared with 2009. It also confirms that different European markets exhibit different behaviors, a historical constant that is often ignored or underestimated by international tech marketers that prefer a consistent global campaign. French buyers rate usage of their language very highly; German buyers love to talk among themselves about technology adoption; while British buyers' patience is tried by US-centric English language Web sites and engagements. Business-to-business (B2B) tech marketers should be sensitive to these variations when planning and implementing their global social media strategies.

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