B2B Web Strategy Blog - eMagine

Podcasts Joining Blogs in B2B Mainstream – Research

November 30th, 2006 Posted by: Bill Gadless

Recently, we pointed our readers to a MarketingVOX posting on the rise of B2B blogging.  Seems the folks there have been at it again, this time with a post giving a nice summary of a KnowledgeStorm and Universal McCann joint research study on the emerging role of podcasts on B2B technology purchase decisions.
A few of the study’s findings…

• Some 41 percent of business and IT professionals say they have listened to podcasts on more than one occasion, while 13 percent say they frequently download or listen to them
• Fully 55 percent of respondents said they would be more likely to consume white papers and analyst reports if they were delivered as podcasts.

“This is one of the first surveys focused specifically on the B2B audience and it clearly shows that podcasts, blogs and other new media types are viable mediums for reaching B2B technology buyers,” Matt Lohman, director of market research, KnowledgeStorm, said in a statement.

Just as we endeavor to shape our products/services in response to customer input, we marketers should be doing the same with our message-delivery vehicles.  It certainly feels unwise to just ignore the preferences of roughly half of our target audience.

Entry Filed under: B2B Web Strategy