Digital marketing is playing a pivotal role in reaching out to the right audience and driving growth for businesses. Different industries have made a shift to have a major focus on digital for communication, engagement and customer acquisition.
Manufacturing industry is also leveraging digital to connect with customers, to build visibility and sales funnel. In this article, we will discuss two digital marketing case studies which we executed for manufacturing companies. So let’s get started.
Digital Marketing for Manufacturing Industry Case Studies
Case Study 1: Mitsubishi Electric
- To build awareness of Mitsubishi Electric India’s e-factory solution
- Targeting decision makers to drive business growth
Our strategy included of 6 steps, let’s understand each one of it
Target Audience Insights:
The first step is to define the target audience and understand their demographics, psychographics, needs, research behaviour, pain points and interests. We did an extensive research to define personas within the audience. Because once you know what their challenges and needs are, you can define your communication strategy.
To learn more about how to create customer persona, please read article, An Ultimate Guide to Customer Persona
It is important to understand what’s your competition strategy, their communication strategy, social media approach and the types of content pieces they are creating on digital. So we did an extensive research on Mitsubishi’s competitors to understand their strategy in detail, and we found that they build different content properties on social, had reports and case studies, product films, testimonials and webinars, which helped us with more insights to define our strategy
In the step we defined what’s the business proposition is by learning through the product information, the service information, the technicalities and the value Mitsubishi brings to the table. Based on this and consumer insights your communication strategy is then conceptualised.
Based on our findings, we saw transition towards SMART FACTORY, digital are at the core of this offering. But many of the manufacturing businesses don’t know where to start this digitalization. We brought Mitsubishi’s step by step approach to the forefront through a cohesive digital campaign ‘Connect-Scale-Accomplish’ which extends into Connect Digitally, Scale Rapidly and Accomplish Your Goals. ’
Further we extended the communication highlighting keep aspects of e-factory which drives value to businesses, execution in Mahindra & Mahindra tractors,
Execution of e-Factory
Data Driven approach
This is one of the key step in media strategy, here we first defined the media mix and channels which we want to leverage to communicate with the segments, the primary channels were Google and LinkedIn to drive visibility and engagement.
Experimentation & Optimisation
Finally we experimented with multiple content pieces and formats to evaluate which drives higher traction and engagement
Case Study 2: ProArc India
In the case study we will discuss largely the communication strategy, as we followed similar strategy for ProArc which we had used for Mitsubishi Electric
Communication: High precision and performance
Communication: High qualified service engineers
Communication: Machines with low maintenance
Further we also used vernacular creatives to drive traction to the campaign
Finally we created festive campaign to drive more interest
If you are looking for Digital Marketing company for your manufacturing business, do reach out to us at R Interactives