B to B Marketers Reach Executives Through Smartphones and Tablets

BtoB marketers are trying to reach executives on the go. As recently as 5 years ago, media companies could attract the attention of executives to traditional trade publications. This channels is being transformed because of the use of smartphones and tablets and marketers are expecting to roll out digital ads and are seeking great content in the process.

The latest annual report from Doremus and the Financial Times shows just how complete the transition to digital has become among the members of the C‑level suite especially with respect to smartphones and tablets. However, these executives show clear preference for one device over the other for certain activities. As a result, marketers can plan their mobile strategy.

For example, the top uses for tablets include books/​reading (85%), news (78%), weather (82%) and entertainment (68%). For mobile phones, top activities are navigation/​maps (80%), weather (80%) and news (75%). Other activities which C‑suite executives use these devices for include banking, accessing websites, searching and downloading apps.

The survey data also indicates how mobile device use varies with age. Younger executives, those under age 45, enjoy playing games on their smartphones and tablets. Executives over age 55 are more likely to be searching for information or reading the news.

Using information like this, marketers can find the right digital application or publication in which to place their ads and connect with prospective clients.

[Source: Executive Mobile and Tablet Use. Doremus​.com. 26 Apr. 2012. Web. 24 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.