Whilst many industries have followed suit with the 21st century's love for digital marketing, UK manufacturing, for the most part, has endure what could be described as a loathe-hate relationship with the trend. This observation can be backed up by the statistics that show manufacturing companies spend only 3.2% of turnover on marketing activity, compared with a far higher industry-wide average of 11.3%. Why?
For many manufacturing companies, the prospect of implementing digital marketing may have appeared somewhere between intimidating and an "inefficient" use of time. This mindset is heightened and understood further due to many long-established manufacturing companies having been successful for decades without the need for digital.
Whilst short and even medium-term success can and has been achieved without the need to follow suit with a business-wide interest in digital marketing; the prospect of your brand becoming cheapened by a lack of - or a dated used of - online comms and marketing has been growing in recent years, and has been accelerated exponentially by the recent world events. Of the companies that do have some form of online presence, this will usually consist of infrequent social media usage (the odd few Tweets here and there, or tweeting other people’s content), an outdated website and virtually zero search presence on Google.
However, whether you embrace it kicking and screaming or with open arms - the industry has already begun going digital - with the current global situation having accelerated this inevitable evolution. A recent study found that internet sales accounted for 11.5% of B2B sales, which is predicted to climb as high as 13.1% in the next 2 years. The Acquity Group State of B2B Procurement study also found that 94% of B2B buyers always conduct some form of online research before purchasing a business product.
Ultimately, many companies are still thriving or surviving with their predominantly pre-digital strategy. However, with such a large proportion of the industry failing or even refusing to implement a successful digital strategy, this leaves the door open for new, forward-thinking and proactive firms to take over. Now is the time to future-proof your business success by protecting your digital brand strategy. The solution? A personalised digital presence: The Made in Microsite.
Made in Group have worked to provide a marketing solution to the manufacturing industry which brings their love for efficient solutions and "lean production" into the digitalised, modern marketplace: Content Marketing, Social Media, PR, SEO, Virtual Networking and a user-friendly Bespoke Website all in one place. A Digital Membership with Made is the most efficient way to raise your profile online, share company news and nurture your reputation within the manufacturing community.
Browse our range of membership plans today to find out how Made in Group can streamline your digital strategy. To find out more about Backing Britain Live 2020, the industry's first virtual exhibition of its kind beginning in August, click here.