Market Focus-IT Professionals (910 words)
How to get your offer in front of this tech-savvy and information-hungry audience
By Lisa Yorgey
Many of us think of Information Technology (IT) professionals as computer nerds who'd rather interface with a PC than a human being, but to direct marketers they represent a dynamic and lucrative market. These tech-savvy professionals are responsible for selecting and approving communication and operating systems for companies representing all industries, and they manage purchasing budgets that range from $25,000 to $250 million and more.
While this industry has taken a hit in recent months, the "demand for b-to-b names [for IT offers] is as strong as ever," reassures Robert Petrausch, national sales director for Postmasterdirect.com, the opt-in e-mail brokerage and delivery service of New York-based NetCreations.
Steve Tozeski, director of list management at IDG Communication List Services, a Framingham, MA-based list management and brokerage company, concurs, adding that IT budgets haven't been as hard hit as sales and marketing. Because companies need to maintain their infrastructure, they still are investing in new technology to remain competitive.
The frenzied pace of an IT professional's average workday is not enviable. They are responsible for keeping their companies connected and running on a daily basis, as well as projecting future needs and upgrades to remain current and enable growth. So how do you get these busy professionals to stop and read your offer? Content is the key.
"For most of these people, technology isn't just their career; it's their passion," says Greg Strakosch, CEO of TechTarget, a network of 21 industry-specific Web sites for enterprise IT professionals. He explains that IT professions are receptive to content that will help them better do their jobs, as well as satisfy their hunger for learning. "They are implementing and staying abreast of new technology; their livelihood depends on keeping their skills up to date," Strakosch points out.