Why Manufacturing should consider Digital Marketing?

For manufacturing industry, digital marketing offers measurable marketing efforts.


Digital marketing, in a way, has opened the floodgates of opportunities for small and medium sector companies. Over the years, sectors like manufacturing, automotive, machine industries have taken the routes of traditional marketing, such as print advertisements, industry events, TV commercials and etc. However, not all of them could afford these platforms. Hence, search for alternate marketing models became necessary.

The advent of digital marketing came as a boost to these industries. However, their traditional mindset did not allow them to go for this avenue. Today’s customers demand constant attention and interaction with the buyers, which was very less or zero in traditional marketing channels. Mere footfalls to your stall at industry events or print ad in a trade magazine cannot guarantee stable customer engagement; hence, this approach needs to be changed. The days of cold calling have gone and now, they have been replaced by digital channels, such as websites, social media, and mobile apps.

Being one of the major sectors contributing to the Indian economy, the manufacturing industry still lacks basic awareness about the benefits of being digital.

The reality:

These stats look very impressive and optimistic, however, here is a question can only government policies trigger the industry growth? The answer is big no. Apart from government policies, the sector itself needs to brace up with latest trends and technologies to match up the global standards. Overall, the digital adoption is very high amongst the global manufacturing industry, let’s take an example of Tesla. Although they are big in size, the kind of digital initiatives they have taken is immense and commendable.

Comparatively, Indian manufacturing industry is still at the nascent stage when it comes to digital adoption. And digital marketing is one of the crucial elements of being digital.

There are many reasons why the sector is still hesitant to adopt digital revolution. These reasons may differ from company to company, however, the overall sector is still lagging behind. Here are some of the reasons that contribute to this scenario.

1. Traditional mindset
2. Lack of knowledge (technical know-how)
3. Lack of patience
4. Lack of experiments
5. Scarcity content resources

The future:

Now, let’s have a look at some of the interesting findings that will shape the way overall manufacturing industry functions, globally and domestically. It is very much obvious that Indian manufacturing industry cannot function in aloof from the global arena. Hence, today or tomorrow, they will have to adapt to this digital future.

According to the report from Frost and Sullivan, ” By 2020, 60-70% of new car sales leads will be generated by a digital platform, be it via websites, mobile sites, social media or apps.” This outcome signifies that the new buyer will adapt to new platforms and companies will need to have a presence on such platforms to generate leads and match up to the consumer behavior.

In one of the reports from Mckinsey, the digital penetration in automotive assembly is around 32%. Although it is comparatively low to Media and Entertainment (62%), the findings display the growing awareness of digital in the industry.

This outcome stresses the need for traditional businesses to adopt new marketing channels and to be in the mainstream of technology advent.

What digital marketing has to offer?

Traditionally, larger players have always dominated the smaller players when it comes to market share, marketing techniques, and marketing channels. However, with digital marketing. The calculation has now become equal. Now, both the players have similar access to these platforms, irrespective of their market size and spending capacities.

Now, let’s have a look at the benefits that digital marketing can offer to the manufacturing sector. Spanning the areas, these benefits unlock new customer and marketing opportunities for the marketers. If marketers are ready to come out of their traditional mindset, then there is a vast pool of opportunities waiting for them.

1. Start with low budget
2. Ample customer engagement opportunities
3. Track marketing expenditure
4. Wider Reach
5. Ability to make experiments

What do marketers need to do?

Digital marketing is an inbound marketing technique. The major foundation of this technique is to rely on earning users’ interest rather than buying it. It stresses the need to educate your audience to encourage them to buy your products. Inbound marketing pulls visitors in, increase brand exposure, and creates brand authority through the creation of valuable content. Remember, content is the king when it comes to digital marketing. Be it your website, blog, social media or any other marketing material, content needs to be strong, specific and information-oriented. So, how to get started with it?

1. Focus more on information, rather selling the content (website)
2. Have regular blogs to educate your audience.
3. Create knowledgebase for your audience to refer, such as how to guides, videos
4. Use social media to create awareness
5. Use platform like LinkedIn to encourage business networking
6. Use LinkedIn as your micro company blog for targeted audience

Some Trends:

1. Marketing strategies will become more defined, and in turn, marketing budgets will steadily grow
2. YouTube and other video sharing platforms will continue their rise in popularity and effectiveness
3. Use of traditional marketing will decrease in favor of digital paid advertising
4. website may soon be outperforming yours as a lead generation tool
5. Content marketing “buy-in” will increase among executives


It is a smart move for the manufactures to go for digital marketing to generate leads and engage customers. Remember, we are living in the era of content and no industry can grow without precise and customer-oriented content. Hence, make right use of this platform to grow customers and nurture leads.


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