Content management in marketing communication of industrial companies public

CONTENT MANAGEMENT IN INDUSTRIAL COMPANIES

DIGITAL MARKETING IN INDUSTRIAL COMPANIESDIMAR WEBINAR , APRIL 19, 2012

Agenda

• Elematic introduction• Marketing Communication• Content Management• Integration

April 19, 2012 Dimar Webinar/Päivi Talonen2

Elematic in a nutshell

• Founded: 1959• Head quarters: Finland• Personnel: 200• Over 3500 deliveries worldwide• Customers in over 100 countries on 5

continents• Support and services guaranteed by local

service centers and partners• Full responsibility for easy, flexible project

handling, time savings and synchronized operation of all machines•Widest range of technologies and

production lines in the industryApril 19, 2012 Dimar Webinar/Päivi Talonen33

Dimar Webinar/Päivi TalonenApril 19, 2012

The only one-stop-supplier in the precast concrete industry

• Delivering anything from a single machine or production line to a complete plant for any precast product•World-leading technology,

knowhow, process excellence and software• The most extensive customer

services in the marketAll precast concrete production technologies 40%

4

Global market share

Hollow-core slab technology 60%

ElematicOthers

ElematicOthers

4

Dimar Webinar/Päivi TalonenApril 19, 2012

At the forefront of Smart EvolutionThe best industry and precasting knowhow from one address

• www.elematic.com• Precast Academy – the industry’s

most advanced training concept• Precast Fountain – one-stop-

website for all precasting needs www.precastfountain.com• Concrete Issues – magazine

focusing on current industry issues www.concreteissues.com

55

http://www.elematic.com/

http://www.precastfountain.com/

http://www.concreteissues.com/

CONTENT MANAGEMENT


Content

•What is content made of?• Messages

- where do messages come from?

- made of text, pictures, sound

- formed into: videos, websites, brochures, speech, articles,….

•What should messages say?- differences between stakeholders

- technical data vs. customer value creation

• How to build targeted messages?- things to take into account

• How to deliver messages?


Picture

Sound

Text

Company

Direct mailMagazine

Brochure

Article

RSS

e-mail

intranet

Exhibition

extranetVideo

BlogDiscussion forum

Wiki

internet

Second Life

You Tube, Flickr

Share

WikipediaTwitterLinked InFacebook

InternetWeb 1.0

Social media,Web 2.0

WOMReference visit

Face-to-Face meeting

F2F

Content media

Advertisement

Content and Channels

April 19, 20128 Dimar Webinar/Päivi Talonen

Strategies

Brand

Talonen P., 2011

Challenges to meet

• Established vs Developing (emerging) markets- producers vs building companies (with need to precast)

- full awareness vs no or little awareness of building with precast and precast products

- variety of stakeholders - role of non-buying stakeholders

- needed information: technical/machinery vs. use of precast

- awareness of Seller company(and its offering) varies from excellent to almost nil.

• Low context vs. High context - role of personal relationships and their building

- role of text

- role of images

- role of brand (=> trust, minimized risk….)


Who needs the content?

•Who is a stakeholder?- Internal vs. external

- Customer ?

- Company vs. person?

- Complex decision making process

- Non-buying

•What about stakeholders?


INTEGRATION


Integrated Marketing Communication for Content management


Themes from brand and communication strategyActions: brand + product portfolio + market areaCoordinated Messages

Reference ArticlesExhibitions

Advertising

Media

Marketing Materials

Sales Support Materials New Products (launching processes)

Corporate image, Solutions, Machinery, Services, Software

Websites CampaignsTraining Programs

Integration

12

SoMe

Talonen, P., 2012

Geography

IMC program

sbuyer view vs. seller viewIntegrated M

arketing Comm

unication, IMC

ChannelsHow, whenInformation sources

Stra

tegi

es a

nd B

rand

+ c

omm

unic

atio

n pr

ogra

ms

Resultslead generationpurchasecustomer valuebrand, imageWhat next?

ContentWhat, messagesInformation

StakeholdersWho, needs

Who are participating into the decision making process?

What is the information needed?

How they prefer to find/get the information?

What are the Seller’s strategic targets?

Age

Culture

Position

Familiarity

Need to know Influencers

Time

IMC pillars

Market

Integrated marketing communication for industrial (capital) goodsStakeholders- Content- Channels- Results

Talonen P, 2012



Developing Market

Non-Buyers

Structural Designers

Architects

Media

Authorities

Institutes

Organizations

Opinion leaders

Developing Market Buyers

OLD

NEW

Developing Market

Countries

Country LCountry M

+

Country NCountry O

+

Country PCountry Q

Country RCountry S

Country TCountry U

Country VCountry X

+

Developing MarketAreas

Area1

Area 2

Area 3

Area 4

Area 5

Area 6

IMC Process

BrandStakeholders

Themes(why)

Messages (what)

Activities (which,

things to do)

Channels (how)

Schedule (when)

EstablishedMarketAreas

Area 1

Area 2

Area 3

Area 4

Area 5

Established Market

Countries

Country ACountry B Country C

Country ECountry F

+

Country GCountry H

Country ICountry J

Country K

Established Countries

Buyers

OLD, Machinery

NEW, ProductionTechnology

INTEGRATION, INTEGERATION, INTEGRATION, INTEGRATION, INTEGRATION

Cont

ent M

anag

emen

t

14

INDUSTRIAL INTEGRATED MARKETING COMMUNICATION PROCESS

Talonen, P. 2012

HOW ELEMATIC DID IT



For more information, please contact [email protected]

or leave a message athttp://fi.linkedin.com/in/paivitalonen

mailto:[email protected]

http://fi.linkedin.com/in/paivitalonen

THANK YOU!WWW.ELEMATIC.COM

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