Summary
Tech vendors' returns on marketing messaging are shaped as much by where it's said and who says it as by what is said. Indeed, social media grants "others," including customers and partners, unprecedented voice in the marketplace. Yet tech marketers can readily confuse the two — the "how" messages are delivered and the "who" is generating the message — in their marketing mix planning. Customers leverage different sources for different types of content. Tech marketers would be well served to know not just which information sources customers use most, but also which generators are most effective for delivering that information.
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