Gartner Research

Doubling of Aggressive Technology Buyers Is an Opportunity for Ambitious IT Marketers

Published: 01 April 2013

ID: G00248619

Analyst(s): Rolf Jester

Summary

The proportion of IT buyers identifying themselves as "aggressive" technology adopters has doubled from 18% to 36% since 2010. IT and business service providers need revised marketing strategies now to seize the resulting opportunity.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • A doubling of self-assessed aggressive IT adopters creates opportunities for IT marketers to target a valuable segment that's spending now
    • Psychographic Segmentation: Targeting Organizations by Buying Behavior
  • The higher proportion of buyers self-identifying as aggressive will demand more creative and growth-oriented IT solutions from service providers
  • The increase in aggressive buyers means marketers using weak messaging will not stay relevant
  • The possibility of unrealistic self-assessment by buyers means IT marketers' approaches should be sensitive, sophisticated and specific

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