The changing landscape in the manufacturing and trade sectors

By Mark Camp, director, Workhouse.

In its most basic form, marketing is still the same as it has always been: saying the right things to the right people at the right time.

The difference nowadays is an ever expanding number of channels and an increasingly complex market with more competitors than ever before.

However, one of the biggest difficulties lies in data and the challenge to manage more products across more channels than ever, especially in the manufacturing and B2B trade sector.

It’s absolutely essential that marketing campaigns are built from insight that’s derived from owned data.

It’s this data that’s used to plan intelligently and fuel clever creative output that ultimately drives results, no matter which channel you use.

Holding this in one master source, such as a Product Information Management (PIM) solution ensures a single source that can increase efficiencies and reduce time to market, whether through distributors or direct to market.

More and more we’re seeing companies in this sector wrestle with the dilemma of best route to market.

Some already have it right, many are afraid to change and some have already adapted and are reaping the rewards as a result.

After all, the most dangerous phrase in marketing is “but, we’ve always done it this way”.

Throughout our 25 years in the marketing industry we have developed extensive experience in the manufacturing, trade and industrial industries, which is why we’re uniquely placed to notice that things are changing rapidly. In response, we advocate using marketing intelligence and technology to improve efficiencies and generate the most positive ROI.