By: Brian Moore
The engineering audience needs in-depth content about the issues that really matter to them. Understanding those needs is the first step toward fostering a robust and ongoing conversation.
Marketing to engineers is always a sophisticated conversation. This industry is driven by technological change and business demands for cost reduction, increased productivity and better return on investment. It’s fair to say your target audience is “bombarded” with content that promises the perfect solution to every problem they face. But that’s not a conversation, let alone a sophisticated one.
The engineering audience needs – and will pay much greater attention to – in-depth content about the issues that really matter to them. Understanding those issues is the first step toward fostering a robust and ongoing conversation.
A recent study, (we commissioned primary research from Feedback, a Richmond, Virginia-based firm that specializes in ethnographic research into specific audiences) strongly indicates that automation and controls audiences are especially drawn to conversations around five current topics:
1. PRACTICAL IMPLEMENTATION OF SMART FACTORY TECHNOLOGY
2. UPDATING AGING INFRASTRUCTURE
3. CYBERSECURITY IN THE AGE OF THE INDUSTRIAL INTERNET OF THINGS
4. THE IMPACT OF BIG DATA
5. EXPANDING USE OF SIMULATION AND VIRTUAL MODELING
How can advances in simulation technology be used to shorten machine development time frames and gain insight into system behavior early in the design cycle to prevent costly redesigns? These are powerful capabilities, but what changes in the OEM’s engineering culture and processes are needed to make the best use of these advances?
Our list of topics is not comprehensive, but it does cover the vital issues that remain “top of mind” for automation and controls audiences. Regardless of the topic, however, engineers share a focus on the applicable and the practical: a recognition that the smart factory/Industrial Internet of Things (IIoT) revolution is quickly moving from theory to practice. They seek concrete, usable advice and insight, backed up by proof in the form of case histories, focused webinars and demonstrations of working systems that apply the latest capabilities to actual production challenges.
Learn more about what makes engineers tick. Download our free essential guide about Marketing to Engineers.