Based on recently published research generated from VDC's 2011 Data Acquisition Solutions Market Intelligence program in which VDC surveyed 600 end users, OEMs and related stakeholders involved in using, purchasing and/or specifying data acquisition solutions (i.e. data loggers, paperless recorders, Compact PCI plug-in analog I/O boards, etc) searching the Internet remained the #1 information source respondents turned to when they wanted to learn more about data acquisition products and suppliers. VDC conducted similar research on data acquisition products back in 2008.
VDC added some new, more granular selections in terms of information sources from which respondents sought to learn more about data acquisition products and suppliers. Included among these new information source selections were Internet-search, vendor websites, direct email, professional networking sites and social networking sites. I already addressed the results from the latter two new selections in a blog posted back in June.
Interestingly the emphasis that survey respondents placed on different information sources varied by platform type as searching the Internet was the only one in which users of external chassis & modules, plug-in analog I/O boards and data acquisition software agreed upon as being #1. For example, vendor websites was cited as being the 2nd most sought out information source by users of boards and software while chassis users rated it 3rd most leveraged medium.
What is clear is that users of data acquisition solutions rely on a mixture of both traditional and digital mediums when they seek to learn more about data acquisition hardware and software solutions. Suppliers need to better understand what those preferred mediums are if they are at all interested in maximizing any marketing investments being made to capture greater mind share and, more importantly, greater business from both existing and new customers. Tailoring a marketing message chalked with informative and actionable information to the right audience is the holy grail of marketing 101. VDC's research into the purchasing behavior of data acquisition solution customers could prove to be an effective tool when employed properly.
We welcome the opportunity to learn more about some of your marketing success stories and which mediums your firm employs to reach your target audience.