UNA RECENTE RICERCA della società MarketingSherpa ha rilevato che i blog e i podcast sarebbero tra le prime 5 tattiche di marketing innovativo che le aziende vorrebbero implementare nel 2007.

Un terzo del 1,900 business technology marketing executives intervistati da MarketingSherpa, hanno giudicato blog e podcast come strumenti “very effective” per generare vendite incrementali dei prodoti aziendali.

L’Executive Summary della ricerca -che nelle versione completa è a pagamento- è scaricabile qui. Come si potrà leggere e vedere dai grafici, le tecnologie considerate oggi come più efficaci nella relazione con il cliente sono:

1. Free Trials — Business software marketers ranked free trials extremely highly, with 54% calling trials very effective.
2. Webcast — At 41% this was another favorite for software marketers, however technology services and related hardware firms also ranked webinars at 33% and 31% respectively.
3. White paper — All business technology marketers rated white papers fairly evenly, giving white paper offers ratings ranging from 31-36% ‘very effective.’
4. Blog — 35% of software and ASP marketers rated their blog as very effective, as did 33% of technology services firms. However, just 19% of hardware companies felt that a corporate blog was effective. This may be because general business executives are more likely to read a blog, while IT staffers may not.
5. Podcast — Last year the concept of a podcast was barely on the technology marketing map. By June 2006, 22% of software marketers who’d given a podcast called them ‘very effective’ lead generation tools. Perhaps IT professionals are more likely to be in an early adopter community that might listen to a podcast.

MarketingSherpa, Inc. is a research firm publishing Case Studies, benchmark data, and how-to information for marketing, advertising, and public relations professionals

[via]: MarketingSherpa