Marketing to the C‑Level Shifting Online

Businesses that market to C‑level executives may be shifting more of their budgets to online forms of communications in order to reach this group of decision makers. The results of the most recent Gartner-​Forbes C‑Level Executive Study indicates that these professionals are increasing the amount of time they spend online and with mobile devices.phone_mobile_cellphone_238450_l

According to the survey, here are the top forms of media consumed by executives before they begin their workday:

  • Access Internet 58%
  • Listen to radio during commute 54%
  • Read the newspaper 47%

Here’s what executives say are the key sources of business information as they make decisions:

  • Internet/​Web 60%
  • Daily newspapers 15%
  • Magazines 6%

During a typical week, senior executives consume various media forms for the following number of hours:

  • Internet (excluding email) 15.9 (hours)
  • Television 10.3
  • Radio 6.9
  • Magazines 6.0
  • Newspapers 6.1

The survey results also indicate that executives and managers believe the Internet provides the ‘most informative advertising’ for products and services that they might purchase for their business or personal use. Based on these results, marketers should run, not walk, to the closest computer and review the quality of their online campaigns. It's becoming a crowded marketplace that requires excellence and novel tactics to stand apart from the competition.

[Source: Gartner-​Forbes C‑Level Executive Study, 2009]
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.