C-Level Executives Are Finally Embracing Interactive

Forbes and Google got together to conduct a study of C-Level executives. The study was called The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information. It focused on how executives are interactive, engaging, and getting their information. Sure, everyone is different and everyone business situation is unique. However, the report surfaces up an interesting data point – there’s a massive difference in the use of interactive tools and platforms like twitter between those executives over the age of 40 and those under the age of 40. The report dubs this audience, Generation Netscape.

My take-aways from the report were:

Companies are getting smarter and those with C-level executives that are embracing interactive are the ones that will be here in the long run. There’s a reason Ford and BMW are still around, while GM and Chrysler aren’t.
Companies wanting to work with these companies will need to adapt their communication style and overall approach to communication. We’ve already seen the first RFP released on twitter and that’s a sign of things to come.
In about 5 years we’re going to see clients not only being as “smart” as their agency counterparts in the interactive space, but their organizations will also have more depth. Instead of one person really getting “it” they’ll have dozens that do. This should help everyone. Agencies won’t spend 80% of the time educating and selling; they’ll now spend 80% of their time DOING. That’s going to be nice.
It’s not about twitter or Facebook or youTube or 1 platform. Nope, it’s about ALL of them. The expectations from executives are that you have an understanding and presence across many platforms.

Check out the report. There’s some great data and insights to help you push the ball forward at your organization.

http://www.search-marketing-answers.com/blog Alan Bleiweiss

Adam,

Thanks for posting this. I’d read some similar views recently in a BtoB marketing magazine that was about how CMOs are trending (or better start trending) in this direction, though I just looked the actual report over and this is much more comprehensive than what I’d read.

It always amazes me, being 49.99 (two weeks til the big 50), that things like this are mostly generational, since I’ve always embraced newer models of doing business than most of my age-group peers.
http://www.search-marketing-answers.com/blog Alan Bleiweiss

Adam,

Thanks for posting this. I’d read some similar views recently in a BtoB marketing magazine that was about how CMOs are trending (or better start trending) in this direction, though I just looked the actual report over and this is much more comprehensive than what I’d read.

It always amazes me, being 49.99 (two weeks til the big 50), that things like this are mostly generational, since I’ve always embraced newer models of doing business than most of my age-group peers.