--- title: GlobalSpec Recommends Industrial Marketing Budgets Shift to Digital…and Branding description: Many industrial marketers are hesitant to focus on the digital channels. Here is evidence that waiting may be hazardous to your business image: https://www.thereppgroup.com/hubfs/Imported_Blog_Media/factory_floor_1-May-11-2021-06-24-34-29-AM.jpg --- [![The-Repp-Group-Logo-2025-r2](https://www.thereppgroup.com/hs-fs/hubfs/The-Repp-Group-Logo-2025-r2.png?width=640&height=211&name=The-Repp-Group-Logo-2025-r2.png "The-Repp-Group-Logo-2025-r2")](https://www.thereppgroup.com) Open main menu Close main menu - [Tom Repp](https://www.thereppgroup.com/tomrepp) - [What We Do](https://www.thereppgroup.com/consulting) - [Resources](https://www.thereppgroup.com/publications) Open the submenu - [Content REPPliKator](https://www.thereppgroup.com/repplikator) - [REPPliKator Q&A](https://www.thereppgroup.com/repplikator-qa) - [Partners](https://www.thereppgroup.com/partners) - Industrial Marketers Ask Open the submenu - [What Are The Seven Infrastructure Pillers](https://www.thereppgroup.com/what-are-the-seven-infrastructure-pillars) - [What Is the Digital Moat?](https://www.thereppgroup.com/what-is-the-digital-moat-framework) - [What Are Large Language Models (LLMs)?](https://www.thereppgroup.com/what-are-large-language-models-llms-what-every-industrial-ceo-must-understand-now) - [What is Answer Engine Optimization (AEO)?: How AI Answers Are Quietly Rewriting Industrial Buying](https://www.thereppgroup.com/what-is-answer-engine-optimization-aeo-how-ai-answers-are-quietly-rewriting-industrial-buying) - [What is Generative Engine Optimization (GEO): Why Industrial Leaders Need to Know](https://www.thereppgroup.com/what-is-generative-engine-optimization-geo-why-industrial-leaders-need-to-know) - [Why B2B Industrials Aren’t Using the Web as a Channel to Market](https://www.thereppgroup.com/why-b2b-industrials-arent-using-the-web-as-a-channel-to-market) - [What Percentage Should Mid-size B2B Industrials Spend on Digital?](https://www.thereppgroup.com/what-percentage-should-mid-size-b2b-industrial-spend-on-digital) - [In the Digital Age, Does a Mid-Size Industrial Need to Rethink Their Brand Message?](https://www.thereppgroup.com/does-a-mid-size-b2b-industrial-need-a-great-brand-story) - [How Will the AI Revolution Effect B2B Industrial Marketing?](https://www.thereppgroup.com/how-will-the-ai-revolution-effect-b2b-industrial-marketing) - [How Long for Online Success for B2B Industrials?](https://www.thereppgroup.com/how-long-for-online-success-for-b2b-industrials) - [Should Mid-Size B2B Industrials Deploy Marketing Automation?](https://www.thereppgroup.com/should-mid-size-b2b-industrials-deploy-marketing-automation) - [Do B2B Industrials Need a Marketing Coach or Consultant?](https://www.thereppgroup.com/do-b2b-industrials-need-a-marketing-coach-or-consultant) - [Do B2B Industrials Need a Digital Marketing Agency](https://www.thereppgroup.com/do-b2b-industrials-need-a-digital-agency) - [As an Industrial Marketer How Often Should I Update Website](https://www.thereppgroup.com/how_often_do_i_need_to_upate_my_industrial_website) - [Do Mid-Size B2B Industrials Need to Embrace AI for Digital Marketing?](https://www.thereppgroup.com/do-mid-size-b2b-industrials-need-to-embrace-ai-for-digital-marketing) - [Contact Me](https://www.thereppgroup.com/contact-me) ## Hiring an outside marketing guide...is well worth it. ![Tom-Repp-Front-page-transparent](https://www.thereppgroup.com/hs-fs/hubfs/images/Tom-Repp-Front-page-transparent.png?width=2000&name=Tom-Repp-Front-page-transparent.png) # GlobalSpec Recommends Industrial Marketing Budgets Shift to Digital…and Branding ![Tom Repp](https://app.hubspot.com/settings/avatar/a31fd2565e9302ced7f587a7d4791f5a) [Tom Repp](https://www.thereppgroup.com/author/tom-repp) Jul 23 2014 [industrial marketing strategy](https://www.thereppgroup.com/tag/industrial-marketing-strategy) ![factory floor](https://www.thereppgroup.com/hs-fs/hubfs/Imported_Blog_Media/factory_floor_1-May-11-2021-06-24-34-29-AM.jpg?width=400&height=300&name=factory_floor_1-May-11-2021-06-24-34-29-AM.jpg "factory floor")I wrote a review and summary of GlobalSpec’s 2013 Trends in Industrial Marketing on this blog in November of 2013. GlobalSpec’s survey summarized what many of us know already. Most industrial marketers are moving budget dollars towards digital and the most effective digital strategies are multi-channel, including the strong presence of social media and content marketing. In the November post, I was amazed to find there was no mention of industrial branding and the need for it in The Age of Google. Well…GlobalSpec’s latest survey, *2014 Digital Media Use in the Industrial Sector finally* recognizes the use of branding is slowly creeping into the industrial marketers’ arsenal of weapons. In my November review, I recommended industrial marketers take a strong position on their brand themes *“How do you make your industrial brand standout from your competitors for improved lead generation?* *Tell a story. Build your brand.* *A good story is more likely to cause a web visitor to select your product over your competitor…and your story can’t contain the pabulum that almost every other industrial marketer uses such as “superior service”, “quality products”, “most experience”, “most dependable”, etc.* *Providing quality products and superior service is simply the price of admission.* *In the “me-too” world of the web and industrial products…the same ol’, same ol’ won’t cut it.”* It is refreshing to see in GlobalSpec’s latest survey, “brand awareness” has made onto their list of five recommendations for industrial marketers: 1. Shift more of your marketing budget to digital channels. 2. Diversify across a variety of digital channels. 3. Provide digital content for all stages of the buy cycle, for all types of buyers. 4. Build relationships with a new generation of technical professional. 5. **Invest in brand awareness and visibility.** As I said in November, is it always wise to know what your competitors and industry are up too. When it comes to developing your go-to-market strategy, GlobalSpec provides some of the best intelligence. One of the unique tidbits from GlobalSpec’s survey and new too much of GlobalSpec’s intel, is industrial marketers’ need to get started now using digital assets. The survey emphasizes the need to attract the offspring of the baby-boomers now taking over their elder’s business. This report will help you grasp how your competitors, customers and prospects use the web and help your industrial company create a distinct, digital, advantage. You may download GlobalSpec survey here: [2014 Digital Media Use in the Industrial Sector](http://www.globalspec.com/advertising/industrytrends) Maybe you are ready to raise your hand and say, “Help”. 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