Murphy's Law

Tom Murphy

Tue, 22 Oct 2002 14:28:10 GMT

As the PR profession is called upon to manage more than pure media relationships, understanding your audience, how they are influenced and how they communicate becomes essential. Terms such as ‘one-to-one’ and ‘permission marketing’ have been much abused over the past couple of years, but that doesn’t mean they’re irrelevant.

Indeed the tools for more effective communication are already in place. Databases, e-mail and Web technologies all provide an infrastructure for communicating the right message to the right audience at the right time. It’s just we haven’t had time to refine who or what we’re communicating.

Recently two pieces of research on technology industry analysts have passed through my in-box. Now there are already a lot of people communicating with analysts. But the amount of insight into the industry analyst community is growing and becoming far more sophisticated. The more we learn about our audiences the more we understand them and the better we can communicate with them. It’s the CRM dream.

So technology analysts.

SageCircle a firm that specializes in products and services around Analyst Relations (note the bias there 🙂 completed a survey on the influence of analysts to the technology purchasing community. They found that analysts rated second only to technology buyers’ own peers when it came to influencing purchase decisions. Personally I think that’s very high but it’s interesting all the same. They also found that Gartner comes in #1 in the influence stakes, that published analyst research is the biggest influencer (over consulting) and that typically research from Gartner, Meta and Giga is used by larger organizations.

Biz360 , which provides tools to help you gather and analyse media information also recently published an analyst-focussed body of research, though in this case the focus is on analysts’ impact in the press.

A couple of interesting findings. Smaller publications use analyst references more frequently. The most widely quoted analysts firms are: IDC, Giga, Forrester, Gartner, AMR and Meta. Though with 35% of all mentions IDC comes out tops – this could be driven by the volume of numbers IDC publish of course!

The most widely named firm in the trade press is again IDC, followed by Gartner, Meta, Forrester, Giga, AMR and Jupiter. While in the business media, Forrester leap frogs to number two.

Of course when you look below the pure numbers, Gartner are quoted more frequently in-depth (quotes, opinions, findings etc.) while much of IDC’s volume is reference to research numbers.

But this type of research helps to build a detailed picture of the target audience. Have you started analyzing your customers? [Comments]

Written by Tom Murphy

October 22, 2002 at 3:28 pm

Posted in General

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