Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience

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Complex decisions are fraught with risk. To increase trust and confidence in making high-stakes company purchase decisions, B2B buyers leverage their professional networks. Social media makes accessing these networks more efficient. New global research, conducted by IDC in February 2014, finds that online social networks play a vital role in the purchase process of 84% of the most senior B2B buyers. In the final stage of the purchasing process, when stakes are highest, online professional networks (e.g., LinkedIn) are the number 1 information preference of buyers.

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IAB UK

Founded in 1997, the IAB is the UK trade association dedicated to defining the future of digital advertising. Most of the UK’s leading brands, media owners, agencies and tech companies take part in the IAB. IAB members participate in councils and working groups that unite experts in their fields, on topics ranging from display trading to mobile and everything in between. The IAB’s councils and working groups help drive the IAB’s research and policy initiatives.

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Founded in 1997, the IAB is the UK trade association dedicated to defining the future of digital advertising. Most of the UK’s leading brands, media owners, agencies and tech companies take part in the IAB. IAB members participate in councils and working groups that unite experts in their fields, on topics ranging from display trading to mobile and everything in between. The IAB’s councils and working groups help drive the IAB’s research and policy initiatives.

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