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Websites are the main influence on marketers’ vendor choices – research

Technology & Data

Websites are the main influence on marketers’ vendor choices – research


Marketing and IT vendor buyers say websites have the most influence over their decisions, according to new research.

Websites are heavily influential for 71% of marketing decision makers in the research by Hotwire and Vanson Bourne.

Of the 100 Australian respondents, 84% of marketing decision makers found websites to be of greatest influence. Respondents also agreed Facebook would be the channel they’d use to help with purchasing decisions.

Other key findings include:

  • online industry news and social media are the most popular ways for marketing decision makers in Australia to keep up-to-date with industry and vendor news,
  • almost half of Australian respondents use YouTube more frequently than this time last year to help with buying decisions, and
  • the same amount expect to use LinkedIn more frequently by this time next year.


“Vendors need to put a ‘face’ to the technology that is otherwise abstract to potential buyers,” says Mylan Vu, Hotwire Australia’s country manager. “Technology companies can give these prospects the depth of understanding they need through thought leadership and case studies, bringing their solutions to life.”

“The research shows tech vendors looking for a competitive edge should be investing in their digital channels such as their website and Facebook page to help educate and influence potential buyers as they research your company,” she says.

Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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