Chantilly, Va. (PRWEB) June 05, 2014
According to the findings from the 2014 Federal Media and Marketing Study (FMMS), government decision-makers are accessing information through an increasingly complex mixture of print, digital, mobile and social media.
In addition, mobility has become a major influencer on how government executives consume information – dramatically changing reading habits and reinforcing the need for government contractors to develop highly comprehensive strategies for influencing federal decision-makers.
In its sixth year, the study was released today by leading government market research firm, Market Connections, Inc., and Sara Leiman, VP media director at TMP Government. Lisa Dezzutti, president and CEO of Market Connections and Sara Leiman presented findings from the 2014 study at a sold-out breakfast at the Gannett Conference Center in McLean, VA.
“The way government executives consume media is continuing to shift in the same directions as consumers– through multiple channels,” said Dezzutti. “As such, the days of focusing media buying on just print and radio have gone by the wayside. To keep up with this new media landscape, contractors need to develop highly diverse strategies for influencing potential government buyers.”
In addition to Dezzutti and Leiman, other speakers at today’s event included Patrick Burns, senior director, U.S. public sector marketing, NetApp; Nettie Johnson, vice president, marketing communications, Lockheed Martin; Mark Meudt, vice president, communications and marketing, General Dynamics Information Technology (GDIT); and Rebecca Umberger, director, public sector marketing, Dell Software. The speakers shared information from this year’s Federal Media and Marketing Study and recommendations for government contractors to enhance marketing and business development efforts in an extended era of budget constraints where reaching government decision-makers has become even more challenging.
With more than 3,700 federal decision-makers participating, the study aggregates how they consume print, television, radio, mobile, social media and Internet-based news media. Demographic, job function and purchasing data allows cross tabulation to help marketers and communications professionals target the right federal executives in the right places.
Highlights of the study include:
Additional new data in the 2014 study includes:
Market Connections has made the data from this study available via a dynamic online tool, which allows marketers in the federal space to create their own custom data views to inform marketing and public relations decisions. The online tool allows users to cross-tabulate job title and product purchases across all media channels, for example: job title and web site visits or publication readership; product and service purchases and publication readership; or radio listenership. The online tool is available for purchase through Market Connections. More information is available at http://www.marketconnectionsinc.com/mediastudy.
About Market Connections
Market Connections delivers actionable intelligence and insights that enable improved business performance and positioning for leading businesses, government agencies and trade associations. The custom market research firm is a sought-after authority on preferences, perceptions and trends among government executives and the contractors who serve them, offering deep domain expertise in information technology and telecommunications; healthcare; and education. Market Connections also provides the tools for organizations to expand thought-leadership in their respective markets, and is known for its annual Federal Media and Marketing Study, the only comprehensive survey of the media habits of federal decision-makers, as well as the Public Sector Social Media Study and the Government Contractor Study. For more information, please visit: http://www.marketconnectionsinc.com.