1. CONTENT MANAGEMENT IN
INDUSTRIAL COMPANIES
DIGITAL MARKETING IN INDUSTRIAL COMPANIES
DIMAR WEBINAR , APRIL 19, 2012

2. Agenda
• Elematic introduction
• Marketing Communication
• Content Management
• Integration
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3. 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 industry
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4. The only one-stop-supplier in the precast
concrete industry
• Delivering anything from a single Global market share
machine or production line to a
complete plant for any precast Hollow-core slab
product technology 60%
• World-leading technology, Elematic
Others
knowhow, process excellence and
software
• The most extensive customer All precast concrete
services in the market production
technologies 40%
Elematic
Others
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5. At the forefront of Smart Evolution
The 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
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6. CONTENT MANAGEMENT
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7. 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?
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8. Content and Channels
Direct mail
Internet
Content media Magazine e-mail Web 1.0
Brochure Text internet
intranet
Sound
Video extranet
Picture Company
Article
Share
Advertisement
Strategies RSS Wiki
Second Life
Exhibition Brand Wikipedia
Twitter
Face-to-Face meeting Linked In Blog
Facebook Discussion forum
Reference visit WOM
You Tube, Flickr
F2F Social media,
Web 2.0
Talonen P., 2011
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9. 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….)
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10. Who needs the content?
• Who is a stakeholder?
- Internal vs. external
- Customer ?
- Company vs. person?
- Complex decision making process
- Non-buying
• What about stakeholders?
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11. INTEGRATION
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12. Integrated Marketing Communication for
Content management
Themes from brand and communication strategy
Actions: brand + product portfolio + market area
Coordinated Messages I
n
Exhibitions Reference Articles t
SoMe e
Advertising
Marketing Materials g
Media
r
Training Programs
Websites Campaigns
a
t
i
Corporate image, Solutions, Machinery, Services, Software o
Sales Support Materials New Products (launching processes) n
Talonen, P., 2012
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13. Integrated marketing communication for industrial (capital) goods
Stakeholders- Content- Channels- Results
Need to know IMC pillars Influencers
Strategies and Brand + communication programs
Who are
Integrated Marketing Communication, IMC
participating into Stakeholders
Who, needs
the decision Geography
making process?
Culture
IMC programs
What is the Content Market
What, messages
information Information
Familiarity
needed?
buyer view vs. seller view Age
Channels
How they prefer How, when
Position
to find/get the Information sources
information?
Results
What are the lead generation
purchase
Seller’s strategic customer value
targets? brand, image
What next? Talonen P, 2012
Time
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14. INDUSTRIAL INTEGRATED MARKETING COMMUNICATION PROCESS
IMC
Developing Developing Developing Developing Process Established Established Established
Market Market Market Market Market Market Countries
Non-Buyers Buyers Countries Areas Areas Countries Buyers
Brand
Stakeholders
INTEGRATION, INTEGERATION, INTEGRATION, INTEGRATION, INTEGRATION
Content Management
Structural Country L Country A
Area1
Designers Country M Themes Area 1 Country B
+
(why) Country C
Architects Country N OLD,
OLD Area 2 Country E
Country O
+
Messages Country F
Machinery
Area 2
(what)
Media +
Country P Area 3
Country Q Activities
Authorities
(which, Area 3 Country G
things to Country H
Country R
Country S Area 4 do)
Institutes
Channels Area 4 Country I NEW,
Country T Area 5 (how) Country J Production
Organizations
NEW Country U Technology
Country V
Schedule
Area 6 Area 5
Opinion Country X (when) Country K
leaders +
Talonen, P. 2012
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15. HOW ELEMATIC DID IT
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16. For more information, please contact
paivi.talonen@elematic.com
or leave a message at
http://fi.linkedin.com/in/paivitalonen
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17. THANK YOU!
WWW.ELEMATIC.COM