Trends in Industrial Marketing 2012: How Manufacturers are Marketing Today published by GlobalSpec surveys marketing managers in industrial companies to discover their marketing goals, priorities and how marketing budgets are allocated. "Only 17% of companies are satisfied or very satisfied with their social media efforts and just 7% have a full-time employee dedicated solely to social media." "Incorporating social media into their marketing efforts" is also cited as one of the top challenges in their profession along with generating leads for sales and measuring marketing ROI. The most used social media are LinkedIn (73%), Facebook (55%) and Twitter (40%).
With 47% of companies spending more than a third of their marketing budget online, one perhaps surprising finding is that when asked, " Which of these marketing channels do you plan to use in 2012?" the top answer at 67% was 'Tradeshows'. The list of most commonly cited (by 30% or more) comprise a mixture of online and offline channels ranked:
- email marketing using in-house lists
- online directories and web sites
- Social media
- Trade magazine advertising
- Public relations
- Direct mail using in-house lists
- Online newsletter sponsorship/ads
- Search engines - paid traffic
- Internet banner advertising on individual site
- Printed directories
The survey tends to support the argument for using an appropriate mix of traditional and online channels but it is the established routes of email and web sites that remain most popular of the online marketing tools.