Posts Tagged ‘Vietnam’

Reaching real tech buyers in emerging markets virtually. Really!

October 14, 2009

Not all technology buyers in emerging markets are accessing the internet from mobile phones or dial-up connections.  In fact, many places in countries considered “emerging markets” are rapidly resembling more mature markets, in income levels and especially in mobility, internet access, and now broadband penetration.  Shanghai, for one, is probably better connected than some cities in the middle of the US.  What does that mean for technology marketers?  It means that they can leverage their complete toolbox of marketing tools to reach those audiences — and increasingly they are doing just that.

One tool that is rapidly entering the mainstream is the use of virtual events to connect with audiences far andvirtualevents_emergingmkts wide.  In Forrester’s Business Data Services Global Technology Adoption Survey, IT decision-makers in emerging markets report greater use of virtual events to inform purchasing decisions than their mature market counterparts — 42% in emerging and 37% in mature markets.  When compared to physical events, buyers in some countries — Chile, Mexico and  Vietnam — participate more in virtual events (see figure).  And, tech marketers are paying attention.  One of EMC’s virtual launch events attracted almost 8,000 attendees from over 80 countries.  And, you don’t have to be big to have that success.  Quest Software’s 2008 Quest Connect event attracted almost 1500 attendees from 20 countries.

Stay tuned for some tips on how to plan and execute a successful global virtual event.  And, in the meantime, take a look at my recent Forrester report, “Reach Real Global B2B Tech Audiences With Virtual Events: New Tools And Best Practices For B2B Marketing Beyond Borders.” And, attend my upcoming Forrester Teleconference, “Reach Real Global Audiences With Virtual Events,” on Monday, October 19, 2009, 1:00 p.m.-2:00 p.m. Eastern time (18:00-19:00 UK time).

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Where are tech buyers getting their information?

September 3, 2009

Just wanted to call attention to a couple of new Forrester reports.   I’ve started drilling into the Four Ps — mostly on the promotion front.  Here are a few highlights:

“Vive La Difference” looks at how buyers across North America and Europe inform their purchasing decisions — looking at both how they interact with and leverage social media and which information sources they prefer.  News flash: business buyers do use social media to inform their business decisions.  The results show that tech buyers are more socially active than the overall adult population, and they are using social media tools for work purposes.  But, that use is not consistent across countries.  More technology buyers in France and Germany spend time creating content — likely reflecting language differences and the need for local language content. More respondents in France and Germany also review, rate, or comment on social content.  North American respondents use more social media for work purposes; of all, French respondents were the least likely to use social media for work purposes.

Looking at both traditional and social information sources, there were commonalities and differences.  All respondents rely first and foremost on their peers and colleagues for information.  Beyond that, though, information sources differ across countries.  Some of the most striking differences are between our French and German respondents: The second most significant source of information for German respondents is industry events, trade shows, and conferences; for the French respondents, their direct sales person was their No. 2 source. For tech marketers, the message is clear: Participate in German trade shows and invest in French sales competence and collateral in France.

Following that first regional look at information sources — or marketing vehicles — we took a broader look beyond just mature markets to include emerging markets as well.  The landscape in emerging markets is even more complex. Unlike mature markets, there is no clear No. 1 information source common across emerging market countries. Social media sources rank much higher in emerging markets than in mature markets — but not always the same tools. Overall rankings show that in aggregate across emerging markets the highest ranked sources are only used by a little more than half of respondents (52%) — unlike their peers in North America and Western Europe, where there was a resoundingly common No. 1 source. However, in most emerging markets, social media sources fall into the top 10 — with some as high as No. 3 in Vietnam, No. 4 in China, and No. 5 in Chile. Tech marketers take note: The common thread across emerging markets is not a specific source but rather a greater reliance on new social media to inform IT purchasing decisions.