Industrial Marketers Spending More on Digital, Social Channels

The manufacturing sector is showing early signs of recovery: 70% of industrial-sector marketers expect their sales to increase in 2010 over 2009 levels and 31% plan to increase their marketing budgets—with much of those dollars earmarked  for online channels, such as video, social media, and search, according to a survey from GlobalSpec.

One-half (51%) of surveyed industrial marketers say they are increasing their online portion of their marketing budget over 2009 levels; 68% plan to increase spending on social media, 68% cite video, 59% cite search engine optimization, and 56% cite webinars.

By contrast, spending on traditional channels is expected to fall: 25% of industrial marketers say they plan to decrease spending on trade-magazine advertising and 24% plan to decrease their use of printed directories.

Below, other findings from the report Trends in Industrial Marketing 2010 by GlobalSpec, Inc.

Hard hit by the global economic downturn, 42% of industrial marketers say customer acquisition is their companies' primary marketing goal in 2010; 32% cite lead generation, 13% cite branding, and 9% cite customer retention.

Quality of Leads Delivered Most Important

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