TechTarget's “2009 Media Consumption Benchmark Report 2: Closing the Gap" reported the increasing use of video in marketing.
“A year ago, especially when we asked questions about newer media like [online] videos and virtual trade shows and even podcasts, the IT buyer showed much higher interest in them versus the marketers' investment in them. And now you don't see that. Now, if anything, you see the reverse.”
For example, 28% of IT buyers said they had watched online videos in the previous three months to get information on enterprise technology solutions, while 41% of marketers said they had used video in marketing in the previous three months.
“IT buyers are very interested in video as an online medium, and marketers now are supplying, meeting and even exceeding that demand,” Barsam said.
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