Making The Grade To C-levels
I found myself going through this exercise again, this time for a client. To my surprise, there isn't a whole heck of a lot of information out there on C-levels. Sure, I was able to pull data from research tools. However, I wanted more than demographics. I wanted pyschographics, technographics and just about anything concrete that I could get my hands on.
So I hit a few e-mail list groups I belong to. I e-mailed through professional network sites. Then I tapped into some friends in the business. They all thought that if anyone were to have the information, it would be me. Luckily enough, then my good friends at Forbes pulled through. I remembered that years ago they'd done the only study that was focused on this target audience. I was elated to find that they had repeated the study.
After reading it, I couldn't believe how times have changed in a mere few years online. According to the study, conducted in 2005 by Forbes and Insight Express and in conjunction with Gartner G2, C-level execs now flock to the Net. Other top-line findings include:
Consumption of all media among C-level execs:
Average hours spent per week on media = 41
They go online first thing:
Consumption of Web usage:
Going online at work
Looking at these findings, for sure, some stand out as being obvious. For instance, I would assume C-level executives go online to look up financial information on such products as stocks. However, I was surprised to see that they rely on the Web for leisure activities such as movies and entertainment. Yet thinking about it more, I realized that this does make sense, since C-levels are extremely busy people.
I was also thrilled to see that they click on ads and open e-mail that relates to them. This reinforces the fact that we as marketers and advertisers need to establish ourselves as trusted brands. Hey, let's face it, if a CEO is opening your promotional e-mails, then you are doing something right. Know of other ways to make the grade with C-levels? Or maybe you'd like to see more asked in a future study? If so, post to the Spin Board. In the meantime, I wonder if my boss will read this.