Archive for April, 2012
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Clamping Down On The Cloud – Why Manufacturing Should Take Notice

Many more manufacturing companies are clamping down on access to Social Media platforms to save bandwidth and maintain productivity.

Regardless of where you fall in manufacturing supply chains, you should take notice of cloud computing and its evolving impact on your customers, your suppliers, your productivity, and your bottom line.

Recently, The Cincinnati Enquirer reported that ‘Procter & Gamble Puts Clamps on Web Surfing.’ According to the story, P&G has blocked Pandora and Nexflix based on bandwidth issues. It seems that so many employees have been downloading music and videos from the cloud that it was dramatically slowing down P&G’s network, impacting its performance and productivity across the enterprise.

But buried in the story are references to other issues that the cloud and Social Media access are forcing companies to deal with in draconian ways, and that all of manufacturing should be aware of.

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Delimited Marketing And The Great Divide Between Manufacturing & Social Media

I have a problem with ‘manufacturing.’

Well, not with manufacturing itself – my problem’s with the term, and how it’s used to differentiate economic, marketing, sales & other business behaviors.

The problem is that ‘manufacturing’ is just too broad. It’s like describing ‘humanity.’ Cultures and traditions differentiate us in very important ways. I mean, when was the last time YOU ate monkey for lunch? But there are a LOT of people in this world that do eat things that would repulse others. Regularly.

Marketing the right food to the right market can work really well. But it won’t play EVERYWHERE. Several factors must merge for that message to resonate – need, familiarity, proximity, cost & value.

Manufacturing and its myriad subsets are similar to this analogy. Chemicals. Pharmaceuticals. Automotive. Defense. Consumables. Electronics. Furniture. Each come with nuances, regulations, verbiage, requirements and very real subtleties that differentiate what works well and where.

The type of manufacturer, the market, the priorities of price & cost, the constraints they must observe and navigate through, and the behaviors of buyers in those markets/industries all add up to Delimited Marketing. And it should drive and influence all of us as we construct effective marcomm strategies for our unique places in the manufacturing genome.

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