East Greenbush, NY (December 3, 2013) – Industrial professionals are spending more time online and using a variety of digital resources to perform work-related tasks, transforming their buy cycle and challenging traditional marketing and sales processes for suppliers and manufacturers.

In response to the digital era and the need for an effective media strategy, industrial marketers are shifting their budgets and resources to online channels. However, they face several challenges in creating a digital media plan, developing an appropriate budget and measuring their return on investment (ROI).

“Taking a Strategic Approach to Digital Media,” developed by IHS GlobalSpec -- a leading provider of digital media solutions for suppliers and distributors seeking exposure to engineering, technical, manufacturing and industrial professionals -- helps marketers sift through their digital media options and make smart and effective marketing investments. The white paper can be downloaded free of charge at http://bit.ly/DigiStrat.

From this white paper, marketers will learn:

• Three determining factors in choosing digital media channels
• Three guidelines to follow when creating a budget
• Seven strategies to consider when measuring the value of marketing initiatives

Industrial professionals are steadily increasing their time spent online to perform key job functions such as identifying parts and components and researching suppliers. The shift gives them additional exposure to more vendors to buy from and increased power as they engage in their buying process.

“The customer is more in charge today than they ever have been in the past,” said Ralph Bright, vice president of marketing at Interpower Corporation, for a recent BtoB magazine article on reaching industrial professionals through online channels. “They want their information when and how they want it, and it's our job to figure out the best way to spread the information across the board.” How is this done? Smart marketers deploy a multichannel digital marketing strategy.

“As their target audience moves to online resources, companies in the industrial sector need to build their presence across multiple digital media platforms,” said Chris Chariton, senior director of digital media solutions for IHS GlobalSpec. “Evidence is mounting that multichannel marketing is producing the desired results for marketers, and that developing a multichannel digital strategy with multiple customer touch points is key to digital success.”

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 these professionals with a range of online resources, including GlobalSpec.com, which allows registered users to search more than 50,000 supplier catalogs by specification; Electronics360.com, an online publication delivering news, insight and analysis for the entire electronics value chain; and Datasheets360, a comprehensive source for manufacturer datasheets and distributor pricing and availability information. In addition, IHS GlobalSpec offers this audience industry-focused online events and more than 80 e-newsletters – helping them search for and locate products and services, learn about suppliers and access comprehensive technical and educational 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.

Contact:
GlobalSpec Marketing
E-mail: marketing@globalspec.com

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