Manufacturers Investing in the Web
I recently read an article that I found very telling. It appeared in the August 18 edition of Adweek and it provides insight into manufactures shifting marketing dollars toward online initiatives. The findings were based on a new GlobalSpec report.
Manufacturers have tended to be late adapters with regards to some forms of marketing; however, things seem to be changing according to the Adweek article entitled “Manufacturers Shift Marketing Dollars Online”.
I view this as good news as early adapting manufacturing companies and their channels have realized the benefits of online marketing for some time and now more manufacturing companies are beginning to use the web as a revenue generation tool. The key driver appears to be measurability, which is a core strength of the web.
The top three internet marketing vehicles being utilized by companies that responded to the study are online directories/Web sites, e-mail marketing using in-house lists, and search-engine optimization (SEO). Main uses are customer acquisition, lead generation and customer retention.
If you own or operate a manufacturing company or channel and have yet to realize the power of the web, now may be the time to take a closer look. A good first step might be to obtain a website competitive assessment. This valuable tool can provide quantitative data from which you can determine next steps.
The entire Adweek article can be found at:
http://www.adweek.com/aw/content_display/news/agency/e3i33318fd8458cbc0837ba342178257d97
Enjoy
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