The specifics of the audience of purchasing decision-makers
Advertisers looking to effectively target and engage the audience of purchasing decision-makers on Infopro Digital media brands must take into account the following specificities:
- Performance-Oriented Audience: Decision-makers prioritize cost optimization, maximizing added value, and seeking the best possible quality. Advertisers should highlight the tangible benefits of their product or service in terms of cost, quality, reliability, and productivity.
- High Technical Expertise: Purchasing decision-makers have in-depth knowledge of their industry and the products or services they buy. Advertisers should use precise technical language tailored to their audience, avoiding generalities and overly generic commercial discourse.
- High Standards of Compliance and Security: Decision-makers are responsible for regulatory compliance and the security of purchased products or services. Advertisers should reassure their audience about the compliance of their offer with current standards and the security guarantees they provide.
- Collective Decision-Making: Decision-makers are involved in collective decision-making processes, often engaging multiple stakeholders within the company. Advertisers should address the different roles within purchasing committees and provide content that facilitates collective decision-making.
- Sensitivity to Social and Environmental Responsibility: Purchasing decision-makers play a key role in implementing the company’s CSR policy. Advertisers should communicate their commitments and demonstrate how their solution contributes to or, at the very least, does not hinder CSR initiatives.
Address and engage the target audience of purchasing decision-makers with Infopro Digital
The purchasing function operates in a volatile and turbulent macro environment, marked by geopolitical tensions that exacerbate supply threats, tightening regulations on third-party compliance, and environmental challenges.
For information, inspiration, and anticipation, purchasing decision-makers rely on the editorial initiatives deployed by our media brands: technological and regulatory monitoring, sector analyses, expert interviews, exclusive reports, etc. Our journalists are on the ground to bring value to buyers, a significant readership of the Infopro Digital group.
Show your expertise, promote your value proposition, and communicate your commitments to an engaged and highly targeted audience!
