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Manufacturing Industry Updates

Manufacturers are Upping Their Digital Game

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More than two-thirds of manufacturers had moved marketing dollars from traditional to digital channels this year, focusing mostly on their own websites. (iStock.com/Melpomenem)

A recent study commissioned by Shift7 found that 56% of manufacturers have not taken any form of government financial aid, including from the Small Business Administration’s Paycheck Protection Program.

What are they doing to maintain sales, you ask? Upping their digital presence.

More than two-thirds of manufacturers surveyed by Zogby Analytics for the Shift7 study had moved marketing dollars from traditional to digital channels this year, focusing mostly on their own websites. 52% of manufacturers said the majority of their sales in 2020 have come from online channels.

“Every manufacturer can benefit from a more robust digital footprint right now, and the pandemic has given many the push into the space they needed to make it happen,” said Andrew Walker, CEO of Shift7 Digital. “This shift is paramount as brands need a stronger direct relationship with consumers, retailers and resellers alike. Manufacturers that are addressing this revolution are the ones that will survive and thrive in this environment and beyond.”

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