Of those quizzed, 42 per cent of CIOs consider supplier websites increasingly important for this role, with 37 per cent saying the same for webinars and 35 per cent for IT publications.
This compared with those who felt the same about social media, with 27 per cent believing this to be true for Facebook, 26 per cent for Twitter and 17 per cent for LinkedIn.
The survey, carried out by Rocket, also revealed that only one in five CIOs said social media was in their top three most influential channels for buying tech products.
Samuel Hall, EMEA corporate comms director for Oracle, pointed to the implications for PR professionals. He said: ‘How communication campaigns cut through to a C-level audience is always a hotly debated topic, by sales, marketing and comms professionals. Frontline data such as this is always going to create a lively debate, as both agencies and in-house professionals jockey for more ownership, resources and budget of the end-customer conversation.
‘Some PR practitioners will see it as a challenge, others an opportunity. Pockets of best practice clearly exist, but it looks like there is still some way to go for widespread adoption. However, I still believe comms is in the right place to drive the conversation.’
The survey also revealed that just over half of CIOs consume news on their desktop, compared with 49 per cent who opt for smartphones, with most doing this before work or during the morning.
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