MARKETING STRATEGY,
SURVEY RESULTS
AND BUYER ANALYSIS
MEDIA
USAGE
IN M ANUFAC T URING
C O N T E N T S M E T H O D O L O G Y
3 Introduction
4 Key Findings
6 Industrial Equipment Buying Cycle
8 The Manufacturing Buyer
10 Brand and the Buying Team
11 Manufacturing Companies
12 Trade Media
14 Brand and Search
16 Mobile Devices
18 Social Media
20 Vendor Selection
23 Four Keys to Industrial Marketing
The survey group of 2,288 respondents was mainly comprised
of managers and engineers serving durable goods manufacturing
industries. The survey was opened from December 4, 2014
to January 4, 2015. More than 92% of the survey group indicated
they are directly involved in the purchase of machinery, software,
hardware, materials or tooling. Here we seek to provide an
overview of media use in manufacturing and what that means for
marketing professionals targeting this group. Additionally, the
survey results directly address vendor selection, lead acquisition
and contact preferences amongst manufacturing professionals.
2015 MEDIA USAGE IN M ANUFACTURING GARDNER RESEARCH 2