Manufacturers Shifting Marketing Dollars

by | Sep 1, 2009

Everyone is trying to get the most out of what they’re spending this year and the manufacturing sector is no exception. With B-to-B leads from traditional sources slowing down, marketers are looking for other avenues. Many are shifting dollars to online options as they are less expensive and easily measurable.

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According to a recent report from Global Spec, Trends in Industrial Marketing 2009: How Manufacturers are Marketing Today, the number-one focus of marketers is to keep the customers they have and generate new high quality leads. Marketers are under pressure to choose programs that are measurable. So where is the money coming from? Many industrial marketers are reducing trade shows and print ads. 29% of respondents said they already are spending more than half of their budget online. 48% said online will account for a bigger proportion of their budgets for the balance of ’09.

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The top 3 online marketing channels for companies are:

  • online directories/web sites
  • e-marketing using in-house lists
  • SEO

It looks like online and digital are going to become an ever-increasing portion of marketing budgets moving forward. Forrester Research predicts that by 2014,  interactive spending will hit 55 billion ( pproximately 21% of total marketing spends). The Forrester study also indicated that much of the interactive dollars will come out of traditional spends.

What’s your feeling on this subject? Are you doing more online? I’d like to hear your thoughts.


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