What Separates Electronics Engineers From Their Peers


In its fourth annual research report—“The Pulse of Engineering”— GlobalSpec Media Solutions took a fresh approach by segmenting survey responses from electronics engineers. These engineers represent a significant part of GlobalSpec Media Solutions’ audience and are a frequently targeted population for manufacturers.

The survey revealed what engineers think about the resources available to them, their competition, how their performance is measured, and the climate at their current company. It also delved into an engineers’ work style, along with their motivations and career path.

When looking at these findings, a number of differences between electronics engineers and those engineers working in other industries are evident. For manufacturers that market to this sector, the findings should shape how you communicate with this audience.

Larger Companies and Design Teams

Electronics engineers are more likely to work for larger companies that employ 500 or more engineers. They are also more likely to work in design teams of 100 or more engineers and in teams that have a greater number of design team participants from other countries.

These results indicate that you may need to reach out to a greater number of engineers who have a variety of perspectives and interest areas. Some may be focused on how well a product works, others on how well a product fits into their existing environment, and still others on the economic payback of a product. When marketing to electronics companies, you may need to create content and messaging that resonates with different areas of focus and that can appeal to a variety of team members and decision makers.

Conditions at Electronics Companies

As with engineers across every industry, many electronics engineers report that the pace of engineering is constantly increasing, the pressure to meet deadlines is putting product quality/rework at risk, and they are required to do more with less.

However, electronics engineers are less likely to say that their companies are losing specialized knowledge and senior expertise faster than they can gain it. If you are a contributor to that specialized knowledge and expertise in a company through your products or services, then you’ve proven yourself to be a valuable ally to these engineers.

Other research findings specific to the electronics industry include:

  • Electronics engineers are more likely to consider software and development tools, coding resources and design kits as essential to completing projects.
  • Electronics engineers are more likely to say that the competitive landscape is global and competes 24×7, that new technologies and companies disrupt markets and products faster, and that competitors are quick to adapt and take away business—all findings that reinforce the turbulent and fast-changing nature of the electronics industry.
  • Workforces are more likely to be increasing in electronics than in other industries. At the same time, layoffs are a bigger reason for electronics engineers to leave their company than it is in other industries. The top reason to leave a current role or company is in order to pursue advancement opportunities.
  • In terms of upgrading their career skills, electronics engineers are most interested in learning programming languages, new and emerging standards such as 5G and how to implement artificial intelligence. If you can help educate electronics engineers in any of these areas, you should produce focused messaging and content to support the initiative.

No matter what industries you market to, connecting with engineers requires understanding their needs and motivations, and producing technical and educational content to help them succeed at their jobs.

For a more complete understanding of engineers and their work environment, download a complimentary copy of “2018 Pulse of Engineering.” This valuable resource includes all research results along with analysis and marketing recommendations for industrial marketers.

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A Game-Changing Way to Engage Electronics Professionals

It can be a challenge to connect with electronics professionals. Their information needs change quickly as they move through the product design lifecycle.

When electronics professionals start this process with their initial research, they are gathering information on potential solutions that fit their needs. To begin, they may only have one part specification to go on but there are a number of resources that electronics professionals can turn to for information on possible products.

As they move into the consideration and comparison phase, they have shortened their list of potential solutions, put together a full list of specifications and turn to datasheets and other resources to help them further refine their search.

When a product has been identified and it’s time to buy, they’ll look for procurement information, distributor pricing and product availability and then Bill of Materials (BOM) tools and product lifecycle data during the parts inventory management phase.

And across all stages of the product design lifecycle, electronics professionals seek community and education through editorial, news, research and analysis.

As a result, each phase of the electronics product design lifecycle is a silo and suppliers and manufacturers have had to divide their advertising and marketing budgets across many media channels in hopes of reaching this splintered audience. You end up spread too thin, which is an inefficient and frustrating use of marketing dollars and resources. But now the game has changed.

The recent acquisition of GlobalSpec by IHS brought together the strengths of both organizations and has transformed the way engineers and industrial professional make critical decisions.

Leading companies rely on the expertise of IHS in the end-to-end electronics value chain to shape their businesses. IHS is also the pre-eminent global leader in critical information and insight for electronics professionals. IHS GlobalSpec provides the largest platform to reach this audience. It’s the single source for the critical information electronic professionals are seeking—at every point in the product design lifecycle.

Recently launched information resources—combined with IHS GlobalSpec’s e-newsletters, online events, ad network, and webinars—give electronics professionals access to all the information they need, and at the same time give suppliers a comprehensive platform to connect with decision makers.

Electronics360: Your opportunity to build brand
One example is Electronics360, considered the premier source for the latest trends, information, insights and analysis for the entire electronics value chain—end to end. Electronics360 is supported by the world’s largest electronics and media research team at IHS that delivers featured articles, research, daily blog entries, webcasts, surveys and polls, white papers and more. Featuring industry thought leaders delivering wholly unique, widely respected editorial and content and IHS industry analysts and experts discussing key topics in the electronics field, Electronics360 is a trusted destination for electronics professionals, decision makers and influencers alike.

Datasheets360: Be there for decision time
Another compelling new resource for electronics professionals is Datasheets360, a comprehensive source for electronic component datasheets and distributor pricing and availability information. It’s searchable by partial and exact product numbers. This is where your audience goes for product information in order to make procurement decisions.

Be there for every stage
These new resources compliment IHS GlobalSpec’s well-established platform of digital media solutions to reach and engage electronics professionals. A suite of more than 70 industry- and product-specific e-newsletters features 22 titles specific to the electronics industry and an audience of 2.6 million opt-in subscribers for these electronics-related newsletters. Titles include Electronic Components, Sensors & Switches, Wireless Technology, and many more. Readers use these newsletters as a primary way to keep abreast of new suppliers, products, technology and solutions—valuable information for early and middle stages of the product design cycle.

IHS GlobalSpec also hosts online events throughout the year on topics such as Aerospace Technology, Alternative & Renewable Energy, Electronic Components & Product Design, and more. Attendees take advantage of high-quality learning, networking and meaningful engagement with exhibitors.

An electronics ad network, datasheet promoter, custom webinars and online catalogs and directories help round out the possibilities for connecting with electronics professionals.

If you’re seeking to connect with electronics professionals at any point in their product design lifecycle, it’s time to check out IHS GlobalSpec. You no longer need to parse out your marketing budget trying to reach a splintered audience. They’re all in one place, and IHS GlobalSpec is built to help you reach your marketing goals: building awareness and delivering demand and engagement opportunities for your sales teams.

For more information on these opportunities, download our media kit for the electronics industry.

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