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Marketing a ‘high priority’ for 2 in 3 manufacturers

New research reveals that the vast majority of manufacturers will be maintaining or increasing the size of their marketing budget in 2021, despite the economic downturn caused by COVID-19.

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New research reveals that the vast majority of manufacturers will be maintaining or increasing the size of their marketing budget in 2021, despite the economic downturn caused by COVID-19.

The 2021 Marketing in Manufacturing survey, co-sponsored by The Manufacturer and marketing specialists Intergage, asked sales and marketing leaders in industrial businesses about their planned activities and investments over the next 12 months.

More than two thirds (68 per cent) described marketing as a ‘high priority’ for their business, with 86 per cent confirming that their marketing budgets will either stay the same or be increased this year. Only 2 per cent of respondents said they will be cutting their budget.

When asked about the marketing activities that have been most successful over the last 12 months, digital marketing tools came out on top. Organic (unpaid) social media content was seen as the most effective marketing activity by respondents, followed by regular written content on their own website and search engine optimisation (SEO).

Traditional methods such as exhibitions and networking were generally seen as less effective, perhaps understandably due to COVID-19 and lockdown restrictions.

The survey also shows that only 16 per cent of manufacturers are confident that their marketing activities are effectively helping to meet their business objectives. The top three challenges cited by respondents were achieving a return on investment, targeting the right audience and creating enough ‘high quality’ content.

Early access to the full survey report, which aims to help manufacturers gauge how they should be investing in marketing in 2021, is now available online.

Read our blog on marketing for manufacturers

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