Head honchos into e-media
A study by IPSOS — a global market research firm — has confirmed recent trends in the personal media habits of senior executives in the US. So-called “C-suite” executives are apparently getting more deeply involved in the digital space.
While top executives are still actively reading traditional business publications, they are now supplementing their consumption of print media with Web-based information sources. A significant number of executives even listed websites as their preferred source of industry news as opposed to magazines, newspapers and television.
The study also found that many executives are tech-savvy enough to actively use emerging Web technologies such as streaming video, Blogs, podcasts and the like. More than two thirds of the C-level executives surveyed subscribed to e-mail newsletters or alerts regularly; well over half bought products and services online; almost one-third regularly read blogs (although only a tiny percentage actually contributed to blogs themselves).
Although I haven’t come across similar statistics for C-level executives in Asia, I am fairly certain that the above findings broadly apply to the senior executives set in Singapore at least. The executive ranks in Singapore are certainly no less tech-savvy than their US counterparts, after all.
The bottom line is: if senior-most executives are your targeted prospects, you need to be actively attracting their attention online.
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