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IHS GlobalSpec Releases Results from Industrial Marketing Trends Survey
Research reveals the challenges industrial marketers face and how they are shifting budgets and resources to digital channels to achieve their goals
East Greenbush, NY (September 17, 2013) – Industrial marketers are focusing more on their customers and are turning to digital channels and content marketing to help them meet their goals and objectives. These are among the key findings of IHS GlobalSpec’s annual Industrial Marketing Trends Survey of marketers in the industrial sector.
Survey respondents shared their goals and challenges, how their budgets are allocated and the marketing channels they rely on to help reach their objectives.
The research, conducted by IHS GlobalSpec, a leading provider of digital media solutions for suppliers and distributors seeking exposure to engineering, technical, manufacturing and industrial professionals, provides an understanding of what is driving industrial marketers today.
Survey results, analysis and recommendations for industrial marketers are available for download at no charge at http://bit.ly/13MktgTrends.
“While industrial marketers continue to mix both traditional and digital media in their marketing plans, they are continuing to shift more budget and resources to the digital side,” said Chris Chariton, senior director of digital media solutions for IHS GlobalSpec. “Those who haven’t shifted to online channels are now forced to play catch up given the near-universal use of the Internet by industrial professionals for researching their buying decisions.”
Some key findings from the report include:
- Customer acquisition is the primary marketing goal for 43 percent of respondents.
- Fifty-four percent of companies are increasing their budget for online marketing, while just seven percent are cutting spending in this area.
- Half of industrial marketers are spending 36 percent or more of their 2013 marketing budgets for online marketing.
- E-mail marketing, tradeshows and search engine optimization continue to be the most popular channels used by industrial marketers.
- Customer acquisition, customer satisfaction and customer retention represent three of the top four ways industrial marketers measure success. In addition, focusing on the customer will be the number one area of emphasis over the next five years in marketing departments.
- Fifty-one percent of industrial marketers will spend more on content creation in 2013 than they did in 2012. Creating and distributing content will play a major role in marketing plans over the next five years.
About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of information, insight and analytics in critical areas that shape today’s business landscape. Businesses and governments in more than 165 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs 8,000 people in 31 countries around the world.
About IHS GlobalSpec
IHS GlobalSpec is the leading provider of digital media solutions designed to connect industrial marketers with their target audience of engineering, technical, industrial, scientific and manufacturing sector professionals. IHS GlobalSpec provides its registered users with a domain-expert search engine to search more than 50,000 supplier catalogs by specification, a broad range of proprietary and aggregated web-based content, over 15 annual online events, and more than 70 e-newsletters – helping them search for and locate products and services, learn about suppliers and access comprehensive technical content. For suppliers, IHS GlobalSpec helps generate awareness, demand and engagement opportunities among the professionals they are looking to reach – from inbox to desktop, through networks and via real-time engagement.
IHS is a registered trademark of IHS Inc. All other company and product names may be trademarks of their respective owners. © 2013 IHS Inc. All rights reserved.
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