Most manufacturing brands are missing the mark online

Competition among manufacturing brands is fierce. Televisions, kitchen appliances, flooring, electronics, automotive — each category is a crowded market. And in a climate where it’s unclear whether there’s enough to go around, most manufacturers are missing out on a prime opportunity to get ahead in the game: the digital channel.

Digital marketing is the most powerful connector in the business-to-consumer toolkit. The sentiment is there. The conditions are right. In many cases, the money is being allocated. And yet, the branded manufacturing industry continues to lag behind retail and consumer packaged goods in connecting with the all-important web-empowered consumer.

In 2007 Resource Interactive published its findings in a year-long study of branded manufacturers online. Focused on those brands marketing high-ticket items to consumers (greater than $100), more than half of the sites audited made no attempt to establish their brand online. With 81% of web-goers using the internet to research a product before purchase, according to Pew Internet & American Life Project, and 71% of online shoppers reading reviews, according to Forrester, it’s more critical than ever a brand use the web to empower purchase decisions in its favor. Full Article

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