Integrators and reporters have something common—we both have to consider our audience before we decide what to say or write.
The editors of Commercial Integrator have it pretty easy; we always direct our ramblings at commercial integrators.
It’s not as easy for integrators as they explain the value of their system solutions to customers, since the technology purchasing decision maker varies greatly from companies to company and from vertical market to vertical market. Your audience is a moving target.
EH Publishing, the owners of Commercial Integrator, launched a series of six informational websites for commercial end-user decision-makers. Under the label of TechDecisions, these websites are gaining traction and audience to address the business needs of professional end-users and facility managers in Corporate, Healthcare, K-12 Education, Higher-Education, Hospitality and Worship markets.
We hope integrators leverage these sites to create dialog with the end-user communities, and to relay market specific content to prospective clients.
IT directors and professionals are playing an increasing role in companies’ technology purchasing decisions, according to CI Research.
This graphic shows data from the CI’s 2012 State of the Industry Report. The 23 percent that cite IT professionals as clients’ most common point person is up from 10 percent the previous year.
That works quite well for IT-centric integrators, but A/V integrators need to take steps to make sure they have employees with appropriate skill sets for talking IT.
These responses are greatly influenced by the vertical markets in which the surveyed integrators do most of their business.
Separate CI Research surveys show that IT pros are most common in K-12, higher education and corporate, but less common in house of worship, retail, hotels, restaurants, health care and government.