For manufacturers, digital technologies bring the potential for huge improvements to core processes such as R&D, product planning, pricing and launch, and purchasing.  The impact of cloud, mobility, predictive analytics, social media, connected devices, 3D printers and intelligent systems allow manufacturers to both prototype and scale-up faster as well as better serve specific customer segments with product variants. Manufacturers compete globally in hypercompetitive markets so accelerating the use of digital technologies can help to reduce costs, improve sustainability as well as create new routes to market. In marketing processes, the buyer has more power than ever to research competitors and compare solutions. Managing these relationships means that manufacturers must view the marketing function as a direct contributor to revenue generation. Creating digital customer journeys to structure inbound and content marketing, data driven advertising and product simulations as well as efficient customer service solutions are all key components in strategic digital marketing approach. Leading manufacturers are laser-focused on improving their own customers digital experience: 

• Adapting corporate websites to become product and service portals designed for sales lead generation

• Recruiting a new generation of digital marketing and process specialists to drive innovation

• Creating integrated customer and market intelligence that pulls data from all steps in the supply chain

• Using digital simulation to engage prospects and customers, and build behavioural insights 

• Globally scaling marketing campaigns as well as creating localisations for particular markets and segments