Survey results can be interesting reading, but a lot of surveys aren’t that actionable. After all, knowing most people think Jessica Simpson is a bimbo doesn’t really help me any. Business trend surveys can be the same way, and the following is no exception. Those who sell to us marketers may find more value in the survey.
Industrial Marketing – SVM E-Business Trends in Manufacturing Report: “Download the 2006 E-Business Trends in Manufacturing Report – the results of a survey of over 220 marketing executives at U.S. manufacturing firms.”
So I started looking for the negative sides of some of the survey questions to help understand my competition and contemporaries. Here are three insights:
Graph 4-1 asked about effectiveness of marketing vehicles in the future. The bottom of the chart was weighted down by trade shows, direct mail, directories, and magazines (see below, dark blue is % saying less effective). 
I’d suspect that trade publications have a way to go to win the hearts of marketing managers again!
Graph 5-2 showed only 19% of marketers who felt they could attribute 20% or more of their business to their website (even indirectly). Either the website isn’t on their radar or they must rely on outbound marketing.
Graph 7-2 listed ‘barriers to e-business success’, which was a laundry list of political, organizational, or strategic problems. I think these barriers, if they haven’t been overcome already, as so instilled in their organizations that they will be perpetual barriers to success online (it sucks to be you!).
Post a comment if you find something else juicy in this report.
You’re on the mark. we are naturally social creatures and it goes to show that as everyone gets busier in our daily lives and the media gets even more cluttered, customers will less time to focus on messy publications. Channels that provide the best value to marketers are the ones with the human touch. As shown, Tradeshows and targeted direct ads work best.
You’re on the mark. we are naturally social creatures and it goes to show that as everyone gets busier in our daily lives and the media gets even more cluttered, customers will less time to focus on messy publications. Channels that provide the best value to marketers are the ones with the human touch. As shown, Tradeshows and targeted direct ads work best.
Great analysis, I liked the graph too. I wonder how fast that trend is changing though? If you’re interested, consider joining the Carnival of Business!
Great analysis, I liked the graph too. I wonder how fast that trend is changing though? If you’re interested, consider joining the Carnival of Business!
Thomas–I’m actually bullish on trade pubs, at least the ones that survive. Those that do will have content for the good of the readership/community.Tim–Everyone at trade shows notes the size of the floor space and I’m sure lots of marketing managers watch the thicknesss of the trade pubs the are interested in. (Thanks for invite to the carnival, will consider.)Thanks for commenting, both!
Thomas–I’m actually bullish on trade pubs, at least the ones that survive. Those that do will have content for the good of the readership/community.Tim–Everyone at trade shows notes the size of the floor space and I’m sure lots of marketing managers watch the thicknesss of the trade pubs the are interested in. (Thanks for invite to the carnival, will consider.)Thanks for commenting, both!
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