Digital Marketing in Industrial Automation and Manufacturing

-By Ms. Jaanvi Hotwani

Ms. Jaanvi Hotwani

What is the position of industrial automation industry with reference to the current digital marketing practices adopted worldwide? Is the industrial automation and manufacturing behind the digital marketing curve considering the latest digital marketing strategies, website optimization and social media marketing tools?

Significant number of businesses operating in the industrial automation and manufacturing space has been slow to adopt new online marketing practices. As per my survey conducted during the Automation Expo at Bombay Convention Exhibition Centre in Mumbai in September, 2018 with randomly selection of 100 No’s of Automation Vendors and Control system integrators reviewing their online presence. Regardless of the ongoing disruption of traditional marketing methods and the displacement of print media vehicles, industrial marketing is just not keeping pace with other B2B industries. As per the results, important business opportunities are being missed and forward-looking companies can capitalize on the report’s findings and recommendations to quickly move ahead of the competition and realize the benefits of digital marketing revolution.

As per the several analysis of websites in industrial automation and manufacturing industry for applications of best practices in the current marketing strategies, assessing use of sales tools, nurturing existing customers and strategies for attracting business prospects; as well as applications of search-engine marketing and content marketing, below are the interpretations.

Automation & Control Industries Lag in New Media Strategies

There has been a perception that automation and control industries have lagged behind other industries in terms of the adoption of new media marketing strategies. This increasing evidence that traditional outbound marketing practices are less effective and on the decline. The marketplace has built up a resistance to methods that rely on one-way communications and the positioning of selling as the prime objective, versus the new digital marketing approach that rewards companies that engage with
customers and deliver value by offering high-quality content.

In the new paradigm of digital marketing , the sale of a product or service is the outcome of a relationship, not the primary objective.

The control system integrators have begun to embrace digital marketing, but aren’t embracing it quite quickly enough. Automation vendors and system integrators are both facing digital marketing challenges for different reasons. The larger companies are having trouble being agile while the system integrators are having trouble marshaling the necessary resources. The businesses that are
standing still while new marketing technologies are speeding past at a highly accelerated rate. The industrial businesses can no longer afford to stand still or hope social media marketing is just a fad. The digital marketing bullet train has left the station and it’s time to catch the momentum. 

Markets and Markets expect the global market for Marketing Automation software to reach a worth of $5.5 billion by 2019. Inkwood Research looked towards 2025 and expect a market size of $8.6 billion. They expect an increase of 9.3% in the forthcoming years. Henceforth, the importance of the digital marketing technology will increase dramatically in the future.

The leading players in the marketing automation software market are encountering challenges in incorporation with existing traditional marketing approach and lack of knowledge and skilled employees. The greatest educational need is how to better use technology to manage content as a business asset and how to build a digital content strategy.

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