IN PARTNERSHIP WITH MARKETING MEDIA TECHNOLOGY External factors influencing the broadcast and media technology market What's the biggest single external factor that's influenced the way you buy broadcast and media technology solutions over the past few years? What's the biggest single external factor that's influenced your market over the past few years? Source: Caretta online broadcast and media technology marketing survey, Sep-Oct 2021 Buyers want it specific and concise Broadcast and media technology buyers say they want to hear what vendors have actually done, and the (very) specific problems they can solve. They dislike high-level ‘thought leadership’ on general industry problems, which can appear vague. Lots of thought As one focus group buyer put it: “The problem with lots of content is it turns out to leadership is very vague. be deceptive. Very generic words about an industry topic like ST 2110, but not about Talk about what you’ve actually done and the what that particular supplier can actually do.” specific problems you This content can take a variety of forms, but buyers overwhelmingly prefer short, bite-size presentation. Popular examples include: can solve. Head of digital, streaming platform, MENA region Short product demos on YouTube. Videos and webinars showing how to use tools, particularly those that reach a broad base of creative or operational users. Clear information on suppliers’ websites. Most buyers turn to Google when they have a problem to solve, and search-engine optimization (SEO) is important for industry marketers. Well-written articles in the trade press focusing on problems and outcomes resonate with several buyers in our focus group research. Webinars can serve a valuable purpose—but are most appreciated by buyers when they have substantive content and are hosted independently by an indus- try organisation, not directly by a vendor.