Every manufacturer understands how important it is to stay up to date on the latest developments and trends. This includes major advancements in industrial processes and technology, as well as advancements in manufacturing marketing. Simply put, if today’s manufacturers want to connect with buyers and build their brand reputation, they need a cutting-edge digital strategy.
How important is data-driven digital marketing in the manufacturing industry? To understand this, let’s look at some notable statistics. Taken together, these statistics paint a vivid picture of an industry ripe for marketing innovation.
Marketing in Manufacturing: Surprising Stats Every Manufacturer Should Know
1) Manufacturing is Making Historic Investments in Digital Marketing.
First, consider the surprising speed at which manufacturing companies are beginning to invest in digital marketing. This is a clear sign of the perceived value and potential ROI.
A Gartner report predicts that digital channels will account for approximately 75% of total marketing budgets across all industries, including manufacturing, by the end of this year.
Similarly, Statista statistics show that manufacturers have increased their digital marketing investments by more than 10% in just the last few years, including significant investments in search engine optimization (SEO) and paid advertising.
2) SEO helps manufacturers reach new heights.
Another important aspect: SEO plays an increasingly important role in increasing organic traffic, helping manufacturers become more visible among search engine users. And the impact of SEO is amplified when combined with strong content marketing, allowing manufacturers to demonstrate their expertise.
According to a Content Marketing Institute study, 85% of manufacturing marketers with a documented content marketing strategy also use SEO to drive traffic, and 67% of these manufacturers report direct business success as a result of their investment.
3) More manufacturers are turning to digital transformation to gain a competitive advantage.
There is also ample evidence that manufacturing companies are pursuing digital transformation as a way to improve their market position. Specifically, this means investing in emerging technologies such as AI, IoT, and cloud computing.
For example, McKinsey reports that seven in 10 manufacturing companies are actively investing in digital transformation efforts. According to PwC, the number of manufacturers investing in digital factories is over 90%.
4) Digital technologies are increasingly supporting sales and marketing success.
Another area to consider: In the manufacturing industry, modern digital technologies are enabling sales and marketing departments to be more successful. There are countless examples of manufacturers using robust technology solutions to manage their sales pipelines, from marketing automation tools to customer relationship management (CRM) software.
A Forrester study found that more than half of all manufacturers have or plan to implement marketing automation tools. And Accenture found that manufacturers who undertake digital transformation have seen a 20% increase in sales productivity while reducing marketing costs by nearly one-third.
5) Changing customer behavior is driving marketing trends among manufacturers.
Today, more and more consumers (and B2B buyers) are conducting extensive online research, often across multiple different digital touchpoints, before completing a transaction. This trend makes it essential for manufacturing companies to have a strong online presence, especially during the research stage of the customer journey.
Here are some relevant statistics. For example, Google’s B2B Buyer Survey found that more than 7 in 10 B2B buyers, including manufacturers, start their research with a simple Google search.
Meanwhile, a Content Marketing Institute study found that 74% of B2B buyers do more than half of their research online before they feel ready to make a final purchase.
Find the Right Digital Transformation and Marketing Partner
These statistics show just how much digital marketing is already disrupting the manufacturing world… and that manufacturers who fail to embrace digital transformation risk being left behind forever.
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