报告下载:添加199IT官方微信【i199it】,回复关键词【2019制造行业营销策略白皮书】即可!
IndustrialSage发布《2019年工业制造业制营销与销售趋势白皮书》(2019 Manufacturing Survey Insights on Sales & Marketing Trends)。报告显示,B2B行业中,94%的客户会在购买产品之前先进行在线研究。所以如果制造商在数字营销平台上没有任何信息,那么将有可能错失潜在客户或合作伙伴。数字营销不仅仅是产生新的线索,一般数字营销可以将现有的销售额提高15%。对于希望提高客户留存率的制造行业来说,这是一种很好的方式。
大部分制造商企业计划在2019年增加数字营销预算,可见他们已经开始认识到了数字化转型的重要性,这是一个好趋势。他们已经开始注意到客户正在发生变化,潜在客户会在购买之前先通过线上渠道进行沟通,了解产品并进行互动。但是如何将这些预算合理的分配,如何衡量这些预算的投入产出比,让预算投入到最适合自己企业的数字化渠道上将会是制造商需要考虑的另一大挑战。
营销策略就像是一个路线图,是为了实现特定目标所采取的方式,可以指导每项业务的落地执行。明确的营销策略,可以清晰地显示出需要投入多少资源,这些资源如何有效地进行分配,将一个长远的目标拆分成多个更小的部分,来进行落地执行。数字营销包括的内容非常多,所以营销策略要能够覆盖到不同购买旅程阶段的客户,针对各个阶段的用户找到能够最大化ROI的方法。
一个好的营销策略具有5个特点:具体、可衡量、可实现、与业务和客户相关、有时效性。明确的营销策略可以更好地将想法付诸实践,让相关人员对自己的工作负责,高效地执行。
致趣百川立足中国市场,解读中国制造商营销与销售趋势:
第一,51%的制造商认为自己目前的的数字营销水平落后于竞争对手。B2B行业94%的客户会在购买产品之前先进行在线研究。所以数字营销对制造商的重要性越来越高。
第二,65%的制造商将在2019年增加数字营销预算。市场部向来被认为是“花钱部门”,所以要让决策层明白数字营销的作用,量化营销结果是非常必要的。通过数字,让决策层了解到策略可以带来多少潜在客户,带来多少业务增长。
第三,社交媒体和视频将成为制造商2019年的工作重点。通过社交媒体,制造商可以打造自己的专业形象,并与客户保持联系。同时,制造行业的产品具有一定的技术门槛,而视频可以非常直观地展示产品解决方案。
第四,35%的制造业营销人员认为缺少预算是限制数字化转型的最大障碍。营销人以业绩为导向,助力公司业务增长会让市场部门有更多话语权,也可以提高在数字化转型上的预算水平。
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