Industrial Marketing Differs From Consumer Marketing
FEBRUARY 2004
Not all marketing companies are created equal. Different demographics require different skills - mostly regarding the knowledge of the advertiser's marketplace. Everyone is a consumer, so consumer demographics are the easiest to understand. Consumer goods are purchased based on emotional decisions - it looks good, it's funky, it's fun, it's on sale... the decision is almost always determined by an emotional connection to the product or the brand rather than the need.
Industrial sales do not enjoy that emotional connection. An industrial buyer must justify his decision to his boss. He has to show that the product...
- Saved his company money,
- Has a required feature that similar products do not have or
- Was able to acquire the product within a specific time frame required by production.
With industrial sales - not everyone is a potential client. While companies are always on the lookout to find new and innovative ways to use their products and expand their industry base, the truth is not all products fit all companies. A marketing company, like Web-Kare, that specialized in marketing within the industrial community, understands this. They understand about reducing inventory, quarterly buys, JIT delivery and more. With this knowledge, they can put together a program that gets the best return on investment for their industrial clients.
An industrial marketing company works with their clients to put together a program that attracts the right types of site visitors and creates the type of content for their web site that will help spread the word to the appropriate buyers. A useful site from an industrial buyer's viewpoint is the ultimate goal to more sales. Just as you can't sell cat food to a dog owner, you can't treat industrial web sites the same as consumer web sites.
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