The Economist Group’s ‘Economist Intelligence Unit’ study has shown that emerging executives are more likely than their elders to trust brands as publishers.
The study, in association with communications consultancy Flagship Consulting, reveals that respondents who have been working for fewer than ten years are over 50% more likely to find company websites helpful for finding credible business information, when compared with executives that have worked longer.
Younger executives are also more likely to find corporate communications campaigns useful, according to the study.
Executives, however, are resistant to overtly sales focused content with 46% of younger participants and 69% of “business veterans” saying content with a sales pitch leaves a negative impression.
Mark Pinnes, deputy managing director at Flagship Consulting, said: “Branded journalism is an increasingly vibrant and influential way for companies to engage with business executives. B2B marketers must be fluent in their understanding of why, when and how to create blogs, videos, infographics and articles. Importantly; to be credible, content must be useful and objective.”
Elena Sukacheva, managing director at The Economist Group, added: “One size does not fit all. Whether you are trying to reach the C-suite or the next generation of business reader, this body of research underscores that marketing content requires a tailored approach. To put the reader first, you have to know the reader.”
The survey was conducted with the Economist Intelligence Unit’s Opinion Leaders Panel, which is made up of more than 100,000 global executives. More than 40 percent of the business executives surveyed are C-level, representing a wide array of industries, geographies, and company sizes.