M e t h o d o l o g y
the survey group of 3,494 respondents was mainly
composed of executives, managers and engineers serving
durable goods manufacturing industries. the survey was
opened from November 20 to december 20, 2013.
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 and buying behavior in
manufacturing and what that means for marketing
professionals targeting this group.
C o N t e N t S
3 Introduction
4 Key Findings
6 Industrial equipment Buying Cycle
8 the Brand Imperative
10 Integrated Marketing
12 Content Marketing
14 Solutions Networking
16 the Manufacturing Buyer
18 the Manufacturing Buying team
19 Manufacturing Companies
20 Research and Media
22 trade Magazines
23 Search engines
24 Mobile devices
25 Social Media
26 Vendor Selection
ReSUltS
&
ANAlySIS
StRAtegy
2
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GARDNER RESEARCH | 2014 MEDIA USAGE IN M ANUFACTURING