Creating Demand and Awareness with Digital Media

As industrial professionals increasingly use online tools and resources to perform key job functions like product research and discovery, Indium Corporation drives demand, awareness and engagement with its target audience through GlobalSpec digital media solutions.

In this video, Indium’s Marketing Communications Supervisor Anita Brown and Director of Marketing Communications Rick Short discuss how they incorporated GlobalSpec online catalogs and directories, custom Webinars and e-newsletter advertising into the marketing mix to reach the key decision makers in target industries.

When targeting the specifiers, buyers and design engineers in industries and markets as diverse as aerospace, defense, electronics, medical equipment, semiconductor and solar energy, Indium seeks to create demand and awareness for its products and deliver engagement opportunities to its sales team.

Indium has built a strong presence in GlobalSpec’s online catalogs and directories as its target audience uses these tools to quickly search for and discover the products they need to do their jobs.

“GlobalSpec is a well-known, very well proven and very trusted platform or arena for our target audience to operate in,” Short said.

In addition, Indium hosts custom Webinars to create engagement opportunities and build its thought leadership position.

“We’re trying to develop a great, powerful, effective, efficient lead generation program and, as part of that, we want to establish ourselves as a thought leader. So, once again, GlobalSpec delivers exactly that,” Short said.

Rounding out its digital media program, Indium advertises in GlobalSpec product- and industry-specific e-newsletters to drive awareness with a relevant audience.

“We can target just the right audience for our message. It’s efficient and it’s effective,” Brown said.

For more, watch the video “Creating Demand and Awareness through Digital Media Solutions.” Also, to see how Indium has used Custom Webinars to reach the key decision makers in their target industries, generate engagement opportunities and establish its thought leadership, check out “Reaching Key Decision Makers through Custom Webinars.”

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