Marketing Trends: Manufacturing Focuses Marketing Spend Online
Manufacturing is set to be one of the bright spots in 2012, with an overwhelming majority of industrial companies forecasting higher sales this coming year. And according to a research report published by GlobalSpec.com, more than half of manufacturers' plans include increasing online marketing’s share of overall budgets.
Marketing Challenges, Goals Don’t Change
Generating high quality leads remains the biggest challenge for industrial marketers. 71% cited lead generation or customer acquisition as their most important goal for the year. Other big challenges include a lack of marketing resources and a need for more (and better) traffic to company websites.
Web site traffic is in part a lead generation problem, and in part a branding problem. A crowded marketplace is making it harder for industrial marketers to get their brands noticed online, with increasing global competition making it harder than ever to stand out. As a result, branding and awareness goals are back in vogue.
Online Dominates Marketing Investment
According to the survey, an average of 38% of total marketing budget is now devoted to online marketing programs and all of the top eight channels expected to receive budget increases are online.
As more and more of the audience migrates online in their search for products, suppliers and services, manufacturers need smart ways to connect with prospective customers and partners that deliver measurable results.
Emerging Online Channels Gain Favour
Social media use more than doubled in 2011, with 57% of industrial companies participating in the conversation. Although LinkedIn continues to dominate, both Facebook and Twitter also gained in popularity. Spending on online video and web-based events also increased significantly.
Strategic Digital Marketing Partners Needed
The data underlines an ongoing shift in approach from campaign-based marketing that happens in bursts to a continuous flow of consistent effort and ongoing measurement. Manufacturers are looking to implement targeted online programs that cover all the bases – successfully weaving brand awareness throughout lead generation, lead nurturing, loyalty & retention programs. They need sophisticated digital marketing partners..
Source:
Trends in Industrial Marketing 2011: How Manufacturers are Marketing Today
GlobalSpec .com Industry Trends and Research Reports