Authors: Tommi Mahlamäki and Olavi Uusitalo; Toni Mikkola
Industrial marketing and industrial marketing communications are both considered to be dominated by personal selling (e.g., Smith et al., 2004). However, Iyer et al. (2006) have questioned this belief and have noted that interpersonal relationships may be less critical in global industrial product marketing than the literature suggests. Thus, more and more focus has recently been placed on properly channelled marketing communications (de Pelsmacker et al., 2008). Due also to the current economic downturn, marketing communications must become both effective and efficient.In this paper we focus on two cognate subjects. First, the Internet, along with its new applications, has disrupted the practices of marketing and marketing communications (e.g., Deighton and Kornfeld, 2009). However, little research has been conductedon the influence of the Internet and online channels on the marketing communications channel mix with respect to industrial products and services. Since research intomarketing communication channels, and their use, that is older than five years may be regarded as historical reviews (Talonen and Uusitalo, 2012), we aim to study the present-day marketing communication channels used by industrial companies in the Pirkanmaa region of Finland. Second, we continue the work initiated by Andersen (2001) by adaptingthe integrative model of relationship development with three phases and marketing communication to an industrial context, and further developing the communication tactics within the contemporary channel choices.Research methodThe examination in this paperconsists of 61quantitative responses of managers responsible for marketing, in the Pirkanmaa region (Finland). The businesses represented cover diverseindustrial companies, from component manufacturers to industrial services and complex systems suppliers.Research findingsThe paper analyses and reports on the results of the interviewed group. Acontemporary view of industrial marketing communication channel mix is formed as a result. It seems that the huge rise of different online channels has been noticed byindustrial marketers, but that the “traditional” offline channels are still heavily weighted in the mix. Another interesting finding is that the channel mix for distinct development phases of business relationships varies relatively little.Main contributionAccording to Smith et al. (2004), there is little research on issues that help marketers develop a consistent, complementary and cost-effective communications mix. In this paper the use of a mix of channels in contemporary industrial B2B markets is discussedfromthe seller’s point of view. The paper discusses the seller’s preferences in marketing communication channels and the reasons behind the choices.By utilizing the results we give some suggestions aboutdeveloping the integrative model of relationship development and marketing communication to an industrial context.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)