Softchoice Corporation

Softchoice Corporation

December 06, 2010 09:40 ET

Softchoice Releases "Digital Habits in B2B IT: 10 Tips for Marketers"

Study of More Than 1,230 Companies Helps B2B Marketers Focus Digital Media Efforts

TORONTO, ONTARIO--(Marketwire - Dec. 6, 2010) -

Editor's Note: There is a video associated with this press release.

Softchoice Corporation (TSX:SO), a leading North American provider of IT solutions and services, today announced the release of "Digital Habits in B2B IT: 10 Tips for IT Marketers."

The study examines digital media consumption among B2B IT professionals, including the use of online communities, video and mobile devices to conduct research and learning. The survey also identifies differences between employees in small and mid-market organizations and their counterparts in the large enterprise space in terms of on-the-job access and use of online resources. Conducted in August 2010, 1,444 individuals completed the survey, representing more than 1,230 small, mid-market, enterprise-size and state and local government and educational institutions. Respondents were evenly divided between clients in the U.S. and Canada with 71 percent working specifically in IT-related roles.

"We were looking for research on the B2B IT digital media landscape to help plan our activities for 2011 and when we couldn't find any, we decided to do it ourselves by going directly to our customers," said Joel Marans, Softchoice Marketing Design and Delivery Manager, and one of the authors of the study. "We were really interested in answering the question: 'Where should B2B IT marketers focus their digital efforts?' We believe businesses large and small are still trying to understand and capitalize on new engagement opportunities available across the digital landscape. The findings are helping us to connect with customers in the ways they prefer, and we thought others might also benefit from our research."

Some of the key findings include:

  • 48 percent of respondents specified online forums, communities and blogs as 'the most useful' sources of information with 25 percent specifying IT media. IT research companies (14 percent), vendor (9 percent) and VAR and Service provider websites (4 percent) comprised the remaining 27 percent.

  • Small and medium-size organizations were more likely to have access to social media sites like Facebook and Twitter and to use video for research and learning compared to larger enterprises.

  • Directors and Executives were more likely to have access to digital media and to use video and mobile devices to conduct research compared than Managers and Individual Contributors.

"These findings validate the shifts in strategy and tactics marketers have been talking about for some time," said Jonathan Alge, Softchoice's Marketing Automation Lead, and co-author of the study. "The key insight for us comes down to being 'community-minded'. Specifically, how do we engage customers when they're researching IT solutions if one of the last places they go is corporate websites? Additionally, how do we leverage video and our own subject matter experts to add to the conversations in the blogosphere? Answering questions like these will be critical in designing marketing activities that reflect how IT decision makers are consuming content to make buying decisions."

About "Digital Habits in B2B IT"

The data is divided into four key areas of interest: browsers, email, mobile smart phones, and social media adoption. Each of the ten tips provides important evidence for ensuring businesses improve their marketing efficiency:

  1. Become community minded
  2. Cater to your audience's learning preferences
  3. Experiment with video
  4. Support research-on-the-go
  5. Create a mobile website strategy
  6. Optimize your marketing email for mobile
  7. Don't waste time on trivial things
  8. Solicit Feedback
  9. Don't assume access to social media is ubiquitous
  10. Grasp the opportunity social presents.


The study is available at

About Softchoice

As a leading North American provider of technology solutions and services, Softchoice combines the efficiency and reliability of a national IT supplier with the personal touch and technical expertise of a local solutions provider. Softchoice's holistic approach to technology includes solution design, implementation and asset management services, as well as providing access to one of the most comprehensive and cost-effective technology distribution networks in North America. With over 850 employees located in more than 40 branch offices, Softchoice manages the technology needs of more than 15,000 corporate and public sector organizations across the United States and Canada.

Softchoice stock is listed on the Toronto Stock Exchange (TSX) under the trading symbol "SO." The common shares of Softchoice are not registered under the U.S. Securities Act of 1933 and are not publicly traded in the United States.

Note: To view the video associated with this press release, please visit the following link:

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