This is evidenced by a new study released last week, published by the American Association of Advertising Agencies, and conducted by Ipsos Research, illustrating that America’s business executives are shifting their media habits.

The study found that 70% of the C-Suite received a daily e-mail alert/newsletter in the last month, and 49% streamed/watched a broadband video from a computer. 68% of Business Executives agreed with the statement, “I spend more time reading business information on the internet nowadays than in the past.”

Those are just a few statistics that point to the fact that B2B decision makers have embraced new media channels, and are using them to help find products and services. We can’t discount the tried and true of B2B marketing; trade publications still have a role to play. Over a third of the business executives surveyed said they turn to business magazines first to “help them in business”. But in this fragmented landscape, it is key to follow one of the most basic media principles – frequency. And adding new media channels to your marketing plans is a sure way to ensure your message reaches B2B decision makers where they are looking for information.