IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY Top of the buyers’ list is using their own personal network—directly contacting someone already using the product. Suppliers can help facilitate this by being more transparent about their current deployments, highlighting success stories and encouraging their customers to be advocates. Content and events created by trusted industry organisations like the DPP, EBU, MESA, IABM, SMPTE and SVG are important for buyers wanting to sound out a particular supplier, followed by information from the trade press and social media. And while webinars and white papers are a popular way for sellers to set out their stall, and do resonate with buyers wanting to keep on top of general industry trends, they come at the bottom of the list for buyers seeking more specific information about individual products and suppliers. Channels most useful to learn about specific suppliers and products Of the di昀昀erent sources of information you ranked earlier, which one is most useful to learn about specific broadcast and media technology suppliers and their particular products, for example when you are considering which suppliers to approach about a project? Of the di昀昀erent sources of information you ranked earlier, which one is most useful to communicate the benefits of your particular company and products, for example when a prospect is considering which suppliers to approach about a project? Source: Caretta online broadcast and media technology marketing survey, Sep-Oct 2021 Social media mostly means LinkedIn and YouTube Social media may not be the most popular marketing channel for either buyers or sellers of media technology, but it plays an important role as part of the overall marketing mix, and is one of the sources more trusted by buyers. Social-media savvy marketing professionals also tend to overrate its importance compared with their customers. While buyers use social media less often, they do use a wider range of platforms.