Our New Study: Research-Based Content Works

Today, we’re releasing our proprietary study that finds that research-based content works best for generating interest in MadTech. Here’s the news:

News Release

Research-Based Content Is The Most Effective Way to Reach Executives

Technology Decision Makers Prefer Data-Driven, Useful Information

January 13, 2017

NEW YORK — Research-based content is the best way to reach and influence advertising and marketing executives considering technology purchases. Data-driven content elicits the highest level of response, they say.

The executives say they want content that’s useful, relevant and tells them something new. Providing that kind of content will get them to look for, find and do business with technology vendors who provide it, they add.

These are some of the findings of an Industry Index survey of leading marketing and advertising executives.

“The conclusion, frankly, was unexpected,” says Industry Index CEO Jonathon Shaevitz. “We knew research-based content was useful but didn’t realize it would come in on top, above trade shows and even press coverage” as a marketing vehicle.

David Berkowitz, founding principal of Serial Marketer and former CMO of digital advertising agency MRY, concurs: “If there’s someone that’s actually trying to help me do my job better in some way, then that goes a really long way.”

Review copies of the survey and data, complete with charts and graphs, as well as a research paper summarizing its findings, are available from Industry Index at this link (PDF download). The full findings, comments and interview transcripts are available upon request.

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About Industry Index


* Industry Index has been conducting research in MadTech (AdTech + MarTech) for five years. Customers include PubMatic, Rocket Fuel, Tapad, MarketShare, BrightRoll and many others. We conduct exceptional industry-focused benchmark studies, brand reviews, and create data-driven thought-leadership content. Our research and surveys emerge from the Industry Index, which tracks the entire MadTech landscape via reviews and our proprietary panel.




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Name: Melody Terng

Email: Melody@IndustryIndex.com

Phone: 626-247-1318


Author: Dorian Benkoil

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