Selling into the Digital C-Suite : What prompts a search?

Still drawing from the Forbes Insights report...

What prompts an executive to start a search? More than 70% said it is the result of something they read on line; 66% through WOM (something a colleague said) and 64% said it is the result of something they read in a newspaper or magazine.

And what do they use - Google, Yahoo or Live Search, which isn't surprising. What is noteworthy is the value executives place on search, and how it is a solid part of day-to-day corporate activities. When asked what on line and off line sources they valued, nine out of 10 executives (87%) rated general search engines as very valuable (4 or 5 on 5-point scale). Next was colleague guidance (77%), personal networks (65%), links from on-line content (58%), subscription search engines (54%)and guidance from outside advisors (53%).

And it's not just that they place value on searches --- it's the frequency they use it. 60% said they conduct at last six work-related searches a day, and 20% conducting more than 20. Generation PC and Generation Netscape (see first blog in series) definitely use search tools for deeper dives into information at a greater level than Generation Wang.

Executives also consider searches as a conduit to other on-line material... and will follow a trail to get the right information... following a path driven by search results, content, and advertising.

Meaning - every link needs to support the objective - otherwise you will lose your executive. "As expected, executives are more likely to click links from content than from ads, but the less intrusive the ad, the more likely they are to follow the link."

86% click on linked words from web articles and content (occasionally to frequently); 58% click on paid lists in search engine results, 53% click on website banner ads and 37% click on pop-up or other interruptive ads from websites. (Source: Forbes Insights - the Rise of the Digital C-Suite)