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Manufacturers moving marketing dollars online

Wednesday, April 29, 2009

Industrial marketers are moving away from traditional media such as print to online.
Industrial marketers are moving away from traditional media such as print to online.

This year, 65 percent of industrial marketers are pulling investments from traditional marketing activities, according to a recent survey. Mostly, marketers are shifting to online marketing campaigns.

The survey by SVM E-Business Solutions found that 48 percent of industrial marketers at U.S.-based manufacturers and distributors are moving marketing campaigns to the internet.

"Smart marketers realize that their website is the most public face of their company," said Bob DeStefano, president of SVM E-Business Solutions. "More prospective customers will visit their website than will ever visit their offices, see their print ads or flip through their catalog."

The survey of industrial marketing executives at 400 companies, including those in industries such as construction equipment manufacturing, found that three-quarters of industrial marketing executives are concerned about a negative impact on their business from the recession.

In light of the times, 81 percent of manufacturers and distributors said they will be enhancing their websites in 2009 to improve branding and customer communication.

Search engine marketing and email marketing are also on the rise, according to the survey.
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