Use cross-channel campaigns to target top executives worldwide.
In the B2B marketplace, reaching top decision makers is often critical to making the sale, but breaking through with your message can be difficult. New research from the Financial Times and Doremus indicates that top-ranking executives in the Americas, Europe and Asia are consuming media 24/7 to stay informed and that they are using multiple formats including digital,social media and print.
The lesson here is that cross-channel brand and advertising campaigns are still the most effective way to reach global executives. Additional findings include:
- Respondents who read traditional print publications do so, for the most part, in printed formats. Those under age 45 were more likely to read online.
- Executives are viewing online videos for both work-related and leisure purposes.
- More than two-thirds of executives use mobile devices, including tablets and smartphones, to check news and visit websites, among other activities.
Here is how the media consumption breaks down:
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