Observed Signal · Feb 27, 2024 · Survey · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
LinkedIn Tops Info Sources for Digital Leaders
FRAUWENK conducted an online survey in Nov–Dec 2023 with 53 decision-makers from the DACH digital economy to understand which information sources influence business decisions. LinkedIn was named the top information source by 66% of respondents, ahead of personal conversations (42%) and newsletters (40%). Trade magazines fell to 34%, while events and podcasts captured 28% and 26%, respectively. Only about 10% reported making a business decision shortly before the survey based on LinkedIn input, and 61% cited personal conversations and recommendations as decisive factors. The article notes that, despite LinkedIn's primacy, impulses from these sources seldom directly trigger decisions. It also highlights LinkedIn features such as the Media Planning API and Sponsored Articles as potential tools for B2B lead generation and information sharing, and includes perspectives from Andrea Buzzi (CEO of FRAUWENK) and Josephine Wick Frona (Head of Marketing DACH, HubSpot) on LinkedIn’s ongoing growth and impact. The study’s small sample size limits representativeness.
Industry-relevant insight on information channels and LinkedIn prominence; moderate impact for AdTech/MarTech
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Key Takeaways & Evidence Grounding
- FRAUWENK surveyed 53 digital economy decision-makers in the DACH region in Nov–Dec 2023.
- LinkedIn identified as the top information source by 66% of respondents.
- Personal conversations 42%; newsletters 40%; trade magazines 34%; events 28%; podcasts 26%.
- Only 10% made a business decision shortly before the survey based on LinkedIn input; 61% cited personal conversations and recommendations as decisive.
- LinkedIn features cited include Media Planning API and Sponsored Articles for lead generation.
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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