Merkle B2B & Bloomberg Quint launch ‘The Media Guide’

16 Nov,2021

By Our Staff


Merkle B2B, the Dentsu India agency, partnered with Bloomberg Quint to produce a study through Greyhound Research. The study was conducted with Indian CIOs and IT decision-makers to identify their concerns, issues and preferences about a brand, product or solution while making a purchase. The aim being to understand the world of evolving Indian tech buyers and the factors influencing their decisions.


Key highlights of the report:


:: Increasingly, CEOs/MDs are personally getting involved in the technology decision-making process. They are seeking business leaders and external parties (analysts/consultants) to gain deeper insights and better bargains from the existing and new vendors.


:: Traditional (80%) and startup (73%) organisations prefer to use local podcasts and videos along with their global content pieces to strengthen context.


:: 73% of respondents from traditional organisations continue to value conferences and events, while only 53% of startup organisations prefer them as part of the new technology buying decision-making process.


:: 60% of traditional organisations and 100% of startup organisations find online technology magazines to be effective in their technology buying decision-making process.


:: 40% of startup organisations and 23% of traditional organisations find global video content to be helpful while identifying a technology vendor.


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