Global survey reveals Business to Business (B2B) marketers must produce localised IT content to engage IT professionals outside North America.
IDG Connect’s global content survey of 3,217 IT professionals in 114 territories reveals that whilst 72% of respondents find vendor white papers extremely useful, the majority outside of North America still struggle to find the localised content they need.
Results suggest that although this is an issue worldwide, it is a greater problem in developing markets.
“Engagement levels with our audience soar when we supply content which relates to their region. This is especially true in emerging markets where this information is thin on the ground.
These results show high levels of frustration in IT professionals outside North America and prove that even modest amounts of localisation will help technology marketers enhance engagement,” said Matthew Smith VP of IDG Connect International.
· Asia: 74% of IT professionals say they would prefer localized content, but 79% say they “struggle” to find it
· South America: 81% struggle to find local content
· Africa: 75% struggle to find local content
· Middle East: 67% struggle to find local content
· Australia and New Zealand: 69% struggle to find local content
· Europe: 55% struggle to find local content
The real exception is North America, where demand for localised content is fairly high, but appears to be largely satisfied. However, it is probably not surprising that only 33% of North American respondents say they “struggle” to find regional reports when most content is produced there.
Findings also demonstrate that regional discrepancies include:
· Appetite for content
· The way content is consumed
· Preferred content types