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INTERNATIONAL RESEARCH NEWS: US technology decision makers prefer digital marketing collateral

B2B marketing collateral such as brochures and whitepapers have decreased in popularity for technology decision makers in the states, according to a survey by Eccolo Media.

Compared to last year’s figures, consumption of brochures decreased by 13 per cent, whitepaper consumption fell by 22 per cent and the use of case studies dropped by 25 per cent. The survey, of 501 technology decision making executives from US companies, revealed company web pages to be cited as a new source of information for customers.

While podcasts were a passing phase for many UK B2B marketers, the Eccolo Media survey revealed 20 per cent of respondents used podacasts for information gathering purposes. When asked how influential podcasts were on the purchasing decision, 67 per cent of respondents said ‘very’ to ‘extremely influential’