CIOs "frustrated" with broadcast tactics demand better targeting

The PR industry is in danger of failing to influence chief information officers' IT purchasing decisions due to insufficient targeting, a study has found.

CIOs: Want more targeted information
CIOs: Want more targeted information

Sixty per cent of UK CIOs want more information that is more relevant to them and their situation when making IT purchasing decisions, according to the Tech Head 2013 study by PR and marketing agency alliance Octopus Group.

Kate Mills, head of international at Octopus Group, pointed to the increased use of selective social media such as Google+ as indicative of CIOs tailoring their networks and information sources.

She said: "It’s no good just broadcasting content any more. CIOs are getting less tolerant and frustrated with irrelevant content and there’s a need to understand specifically what they want. There’s not enough targeting taking place at the moment and the movement we’ve seen toward the use of specifically targeted social media is set to continue.

"This is likely to lead to much more focused activity around groups of social networks that are trusted, meaning a potential shift to more closed communities."

The survey, which involved 1,000 CIOs across the UK, US, Germany and France, revealed that dissatisfaction with poor targeting was highest in France at 68 per cent.

UK CIOs also want snappier news than the average respondent – 29 per cent prefer to digest IT news as headlines only, compared with the average of 21 per cent.

The survey also revealed that 48 per cent of UK CIOs had experienced an upswing in spending power, compared with an average of 41 per cent overall.

Computer Weekly also pipped Computing to the post as most favoured tech publication, by 40 per cent to 36 per cent of the vote.

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