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IEEE_2018工业品营销计划工具包(英文版)2018_20页

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文本描述
2
For more information or a personalized media review, call 800-261-2052 or email sales@ieeeglobalspec
Contents
Introduction ........3
A Six-Point Checklist for Success ...4
Is Your Marketing Mix Delivering Results ..........5
How Do You Measure and Improve the Quality of Your Leads ...6
The Trend Toward Multichannel Marketing ...7–8
The Cross Media Multiplier ....9
Taking the Next Step .10
How Do Your Media Choices Compare ..11
Media Matrix .......12
Where Do You Allocate Marketing Dollars .....13
Measuring Return on Marketing Investment ....14
Marketing ROMI and the Buy Cycle ........14
The Content Marketing Challenge 15
Beware of the “Last Click” ...16
Maximize Your Presence for Maximum Return on Investment .....16
Top 10 Marketing Mistakes ...17
IEEE GlobalSpec Media Solutions as Your Marketing Partner ......18
About IEEE GlobalSpec Media Solutions...........19For more information or a personalized media review, call 800-261-2052 or email sales@ieeeglobalspec
Introduction
Gone are the days where B2B marketers
were forced to rely on a limited suite
of marketing channels to connect with
customers and prospects. In today’s age
of instant information, the marketing and
buying of industrial products and services
has been transformed. Now, technical
professionals use a wide variety of resources
to locate products and suppliers. In addition
to having more tools to do their jobs
better and more efficiently, they also are
exposed to more options when it comes to
purchasing products and services.
The result is that your customers have more
choices, more individualized preferences,
and more power than ever before. These
factors are the primary reason why
industrial marketers are rapidly adapting a
multichannel marketing strategy:
1. When customers have many tools
at their disposal, you need a broad
multi-channel online presence to engage
them in ways that match their searching
and sourcing preferences; and
2. You need to fend off increased
competition, as engineers have access to
more companies to purchase from.
Evidence is mounting that multichannel
marketing is producing the desired results
for marketers. The research firm Outsell
refers to this phenomenon as the “cross-
media multiplier effect” and found that
“cross-media campaigns perform much
better for advertisers than single media
campaigns.” They also point out that
advertisers are no longer interested in
narrow, singular tactics and are increasingly
demanding integrated solutions.
IEEE GlobalSpec Media Solutions is pleased
to provide you with this Marketing Planning
Kit to help you evaluate the effectiveness
of your current marketing choices, calculate
the value of existing marketing programs,
understand today’s marketing landscape,
and plan more effective strategies for 2018.
Our intent is to help you define and achieve
your marketing goals and objectives for the
year ahead.
Using this information provided in the 2018
Industrial Marketing Planning Kit, you will
be able to answer tough questions every
marketing professional faces:
Are you prepared to get more out of your
marketing investments, and to measure
and account for marketing decisions, in
today’s economic climate
Do you have a balanced mix of media
channels to maximize your reach and
effectiveness
Are your marketing programs delivering
highly qualified contacts and inquiries to
your sales team
Are your brand and product and service
lines broadly visible to an audience of
engineering, technical and industrial
professionals
Are you keeping up with the most effective
strategies in online marketing for the
industrial sector todayFor more information or a personalized media review, call 800-261-2052 or email sales@ieeeglobalspec
A Six-Point Checklist for Success
1. Build marketing plans and justify
expenditures now. Don’t wait to hear
that funds are available for marketing.
Proactively plan your marketing efforts
and gather evidence to justify your
expected expenditures. Make sure you
receive executive endorsement so
you’re ready to go as soon as possible.
Otherwise, you might fall behind your
competitors.
2. Prioritize marketing investments.
Seek integrated marketing programs
that use multiple tactics to maximize
your exposure and opportunities for
engagement, ensuring that you are
reaching your prospects and clients at
every stage of the buying cycle. Now is
the time to select marketing channels
that will help you build relationships with
your target audience.
3. Explore new markets. Your products
and services may be a good fit for a
new, untapped sector. Manufacturers
that can display their products and
services simultaneously across multiple
markets will have the best opportunity
to gain new customers. Ad networks,
e-newsletter advertising and webinars
are effective ways to target specific
customers in new markets.
4. Update marketing materials and
fine-tune messaging. Make sure your
marketing collateral and website are
up-to-date with current messaging and
the latest product versions. If you choose
to enter new markets, you may need to
revise some messaging and re-purpose
existing case studies, white papers and
other materials. Create an inventory
of content assets and determine what
else is needed to move your customers
through the buy cycle. Do it now to
avoid long lead times.
5. Be mindful of measurement.
Today, the most effective marketing
programs are ones that demonstrate
branding, awareness and engagement
opportunities for your company. You
can easily see what is working and focus
marketing dollars on the most successful
programs, which will help reduce waste
while increasing results.
6. Work with new media partners.
Preparing targeted marketing programs
may be new to you, and you shouldn’t
have to do it alone. This is a good time
to consult with an experienced media
partner that understands and has the
attention of the industrial audience you
need to reach. Discuss your marketing
objectives and have them show you an
integrated, multi-channel media plan
that will help achieve your goals and
objectives.。