Changing marketing influence mix: declining industry analyst impact and rise of social media

Just as the cloud is changing IT, the Internet continues to change how to market it.  In the old days, vendors could advertise, speak with analysts, get some trade press, and enterprises would buy.  Marketing has changed a lot with a seemingly unlimited growth in marketing channels.  Reaching and influencing IT and cloud market segments and buyers has never been more challenging.

In this second volume, about the mix of marketing influences per segment, we see clearly that different marketing tactics reach different segments.  Results reinforce that mass marketing is long gone and that the emerging centerpiece of marketing technology and cloud products is content.  Effectively reaching those different market segments and buyers depends on original content packaged in multiple ways for multiple touch points.