Internet Security Decision Makers Turn To Web For Critical Information
Entrust Survey Highlights Shift From Trade Shows and Conferences To Web For Internet Security Decision Makers Purchasing Decisions
21 Feb 2002
DALLAS, TX - Business decision makers for Internet Security products and services demonstrate a profound preference for the Web as the main source for influencing purchase decisions. A recent industry survey found the Web to be favored by a greater than 50 per cent margin over the time-honored practice of attending trade shows and conferences. The survey, conducted by Harte-Hanks, randomly polled over 250 decision makers in the top 1,500 companies in North America about key influences and preferences on how to receive information that impacts their purchasing decision. The survey was commissioned by Entrust, Inc. [Nasdaq: ENTU], a leading global provider of Internet security solutions and services.
"The survey conducted by Harte-Hanks confirms what we have experienced for the past year-and-a-half", said Jim Hurley, vice president of security and privacy with Aberdeen Group. "Web-based educational forums are becoming more important in the current economic environment of restricted travel and conference attendance budgets. The combination of price, convenience, real-time information flow, and anonymity that are offered by Web seminars cannot be matched by traditional on-site trade shows".
"The requirement for enhanced Internet security is more evident than ever," said Mark Davis, Chief Marketing Officer for Entrust. "Providing relevant information over the Web and providing virtual learning opportunities for prospects and customers allows enterprises and governments the ability to respond quickly to the new demands of securing their infrastructure and providing E-Government and business services."
The new Entrust marketing model provides close attention to return on investment for all programs. Overall, the marketing investment has shifted to a collaborative Web-based marketing program combined with targeted customer outreach. Recent innovations such as the Web-based Entrust Ready partner program has already started to demonstrate the effectiveness of this new approach. Additionally, the recent E-Government customer Webinar conducted by Entrust and Accelio demonstrate a highly effective way to reach top decision makers in government without impacting their travel budget.
"Entrust has analyzed its return on investment for trade shows and conferences over the past year," said Davis. "Accordingly, we are providing more focus on high-impact, vendor neutral shows like CSI, and customer-focused conferences and Webinars aimed at helping our strategic partners increase their success at deploying enhanced Internet security around the globe."
About Harte-Hanks
Harte-Hanks, Inc., San Antonio, TX, is a worldwide, direct and interactive services company that provides end-to-end customer relationship management (CRM) and related marketing services solutions, among them customized market research, for a host of consumer and business-to-business marketers. Harte-Hanks and its CRM integrated solutions use technology as the enabler to capture, to analyze and to disseminate customer and prospect data at all points of contact. The company's customer-centric models allow it to be the overall solutions provider for driving traffic to a brick-and-mortar location, website or call/contact center. For more information: http://www.harte-hanks.com
Carrie Bendzsa
Entrust, Inc.
613-270-3455
carrie.bendzsa@entrust.com
Buddy Price
TechCom Partners
972-661-9542
bprice@techcompartners.com