Exclusive Debut | Practical Guide from Top Industrial Manufacturing Marketers to Help You Navigate the Waves (Download Now)
In the second half of 2020, Webpower, combining the characteristics of the industrial manufacturing sector with domestic and international development trends under the unique circumstances of 2020, sincerely presents the "2020 Industrial Manufacturing Digital Marketing Guide." Included are invaluable insights from several director-level experts in the field of digital marketing, akin to acquiring a treasure trove of martial arts techniques. Careful study is sure to greatly enhance your marketing prowess.
Click here to download now → Industrial Manufacturing Digital Marketing Guide
Foreword
Currently, all traditional industries are actively embracing the internet, and the shift toward internet marketing and digital marketing has become a new trend across all sectors. In the marketing processes of traditional enterprises, businesses face challenges such as long chains, low efficiency, and high costs. This phenomenon is restricting the development of many companies.
Industrial manufacturing companies, which focus on technology and product development, are particularly affected. On the surface, the internet presents a challenge to traditional industrial manufacturing businesses. However, for many far-sighted business leaders, internet digital marketing represents a unique opportunity.
Table of Contents Overview
The "2020 Industrial Manufacturing Digital Marketing Guide" mainly explores the following topics:
How to Maintain Continuous Engagement with Your Industrial Manufacturing WeChat Official Account?
How to Measure Performance in Industrial Manufacturing with Limited Budget?
How Can Industrial Manufacturing Undergo Digital Marketing Transformation?
How to Implement the Trend of "Industrial Manufacturing + Internet" Innovation?
The above content has been shared by our invited CONTENT100 experts, who have accumulated over ten years of marketing experience. They are (in no particular order):
Briggs & Stratton China Market Director — Yin Zhichao
Johnson Controls Intelligent Building Technology and Solutions Asia Pacific Marketing Head — Doris Gong
Emerson Digital Experience Lead — Ada Qiu
Osram Automotive Lighting Asia-Pacific Market Director — Lucy Feng
Scan the QR code in the image to download the white paper now.
This article will analyze the digital marketing transformation of the industrial manufacturing sector by combining the current industry development status with the content of the white paper.
1.Digital Marketing Transformation in Industrial Manufacturing
When it comes to digital marketing transformation, B2B companies often find it difficult to "get started" — constrained by factors such as the complexity of data governance, complex customer decision-making processes, and a results-oriented approach centered on opportunity discovery. As a result, B2B enterprises often place digital marketing transformation in the important-but-not-urgent quadrant.
2. Industry Pain Points
Multiple Channel Levels: Reduced Channel Control and Urgent Need for Channel Integration
Intensified Competition and Product Homogenization: Strengthen Brand Education
Industrial Manufacturing Often Includes Low-Frequency Consumption Products: Precision Marketing is Key
All of these pain points, whether it be channel integration or precision marketing, indicate that it's time for a "digital marketing transformation."
3. What to Do in Digital Marketing
It is essential to first establish the following three pools: ``
1. Traffic Pool — Precise Virality
Building a traffic pool can reduce marketing costs. Initially, converting existing customers brings the lowest marketing costs. Referrals from existing customers may directly lead to new customer acquisitions, which minimizes communication, trust, and dissemination costs, making it the most effective strategy. Beyond leveraging existing customers to attract new ones, a "pool" also has a viral function, capable of attracting, uncovering, and creating more customers.
2. Content Pool — Co-creation and Sharing
A content pool is a platform where brand owners co-create and share content both internally and externally. This platform can gather all relevant product information and case studies from various sources, including internal departments like the product, sales, and customer service teams, as well as external entities like advertising agencies, media, customers, and fans. The content formats can range from images and text to the currently popular short videos. ``
3. Data Pool — MarTech Empowerment
With the advancement of digital marketing technologies, industrial manufacturing urgently needs to learn how to leverage MarTech. This involves building a data pool centered around the customer journey, embedding data codes at every customer touchpoint, and thereby enabling data tracking, aggregation, and analysis.
With this data pool and the use of MarTech, the management efficiency of sales leads in the traffic pool will be significantly improved. MarTech's systematic and intelligent data processing can more precisely identify high-quality potential customers, greatly enhancing the sales conversion rate. Moreover, MarTech can help marketers gain deep customer insights, enabling precise marketing and increasing the effectiveness of marketing actions.
Four,Case Study —
Case Study: Osram Automotive Lighting Digital Marketing Transformation Automotive lights are low-frequency, low-interest car accessory products, and car owners heavily rely on offline repair shops for technical installation and service. In recent years, with the development of mobile internet, more and more car owners are obtaining information about car accessories through online and social media channels.
How can online platforms and technologies empower offline stores?
In its operations, the brand established the "Osram Automotive Lighting" WeChat service account and the "Modification Club" enterprise account, both of which have garnered a large following through ongoing management. To achieve the goal of "empowering offline stores through online platforms and technologies," the company chose to integrate SCRM management using MarTech.
How does SCRM operate across the two platforms?
1. Initially, the company uses inbound marketing, leveraging multiple touchpoints and channels based on the target car owner's purchase journey. Through public relations, search engines, online marketing campaigns, offline experiential events, and more, they continually attract potential car owners to their WeChat service account, converting them into followers.
2. Next is to offer promotional viral campaigns based on customer segmentation. Considering the limited regional coverage of existing modification shops on the enterprise account, the goal is to use viral campaigns to attract more stores to receive orders on the enterprise platform.
3. Then, conduct surveys for the service account followers through WeChat H5. Collect information from the followers to refine user profiles. Based on these profiles, launch viral marketing campaigns that include store promotions, effective case studies of light modifications, convenient vehicle compatibility checks, and anti-counterfeiting services. Continuously activate follower needs, and relay this demand information to the modification shops on the enterprise account.
4. Finally, enhance the customer acquisition and conversion capabilities of the modification shops on the enterprise account. We categorize the modification shops based on order and behavior data analysis, and through a rewards points system, branding upgrades, and sales follow-up services, we empower different shops to improve their sales conversion rates.
Eventually, the brand created a small yet effective closed-loop: an O2O loop that includes online traffic generation, online order-taking, and offline installation. Through MarTech, precise and automatic data push between these two platforms is enabled, achieving seamless real-time integration.
After more than a year of implementing the MarTech SCRM system, Osram Automotive Lighting experienced a 110% increase in fan interaction rates. The average engagement rate (likes, shares, comments/number of readings) reached 7.9%. The sales conversion rate of engaged fans (sales/likes, shares, comments) increased by 3 times, and the sales of the LED modification lighting product increased by 2 times.
This also enlightens us: Whether it's an auto parts-related brand or another industrial manufacturing sector, the key to digital marketing transformation lies in deeply understanding the business model and customer pain points. It is crucial to grasp the underlying logic and methods by which data and technology drive sales performance.
In fact, every industry today faces both opportunities and challenges.
Timely transformation to enhance B2B enterprise marketing capabilities; leveraging data to enhance business resilience; utilizing more diverse channels and consumer touchpoints to develop the ability to quickly adapt in this ever-changing era; increasing user engagement to extend the user lifecycle; creating business scenarios that meet user needs...
These will all be critical paths for ensuring the long-term success of B2B enterprises in the future. At this moment, are you also beginning to reflect on the urgency of digital marketing transformation, but find yourself struggling with the implementation process?
Webpower is a full-channel intelligent membership marketing organization. Not only does it provide professional marketing tools like Dmartech, but it also offers customized multi-scenario solutions, allowing you to benefit from multiple marketing tools...
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