Chemicals and Plastics


CHEMISTRY, UNLIKE OTHER SCIENCES, SPRANG ORIGINALLY FROM DELUSIONS AND SUPERSTITIONS, AND WAS AT ITS COMMENCEMENT EXACTLY ON A PAR WITH MAGIC AND ASTROLOGY.

- Thomas Thomson


In the chemicals industry, electronic business-to-business (B2B) interactions between buyers and sellers typically rely on tools and techniques that have been in place for years. However, things are changing. Soon, the industry’s current approach to B2B—which traditionally focuses on sales transactions— may not be enough. To move to this next generation of B2B, chemical companies must adopt a broad range of digitally enabled processes and practices.

Here are five major current digital marketing trends in the chemicals and plastics industry that impact both the early adopters as well as those still hesitant to commit fully:


EVOLUTION

Technology has evolved so much and with it the chemical industry has become better and more advanced. Finding new customers isn’t all about making phone calls anymore. Digital marketing allows these companies to find and reach out to potential customers all over the world. Communicating about information and products is instantaneous.

With 7 channels of engagement that are the core of DECK 7’s Framework for Digital, and with 300+ marketing specialists and engineers, DECK 7 provides the resources, systems, processes, and integration for marketers to successfully execute multi-channel programs.

B2B E-COMMERCE

There are several trends driving the need for different, more effective approaches to B2B in the industry. The Analyst report predicts that B2B e-commerce in the US is twice the size of B2C e-commerce, accounting for nearly $560 billion in annual sales—and it is growing. Chemical companies that enhance their digital B2B capabilities will be in a better position to adapt to a changing competitive landscape—or to develop innovative approaches of their own.

DECK 7 provides a suite of services specific to e-commerce and online retail businesses. These services help retailers match inventory to search intent, generate traffic to online stores, optimize conversion rates, and retarget prospects.

BIG DATA & ANALYTICS VS. INSIGHTS

While various companies’ approaches to digital B2B may differ, all are likely to find that the effective use of these technologies will be critical to competitiveness. Today, there is a tremendous amount of data flowing along chemical company value chains—and that data holds tremendous value for those that can make use of it.

With an audience of over 12 million and 31 proprietary online publications across 16 industries, DECK 7 data engineers capture data and signals to provide marketers with insights about current and potential customers and market intelligence about suppliers, partners, and competitors.

CUSTOMER CENTRICITY

In order to define and implement the right service strategies for each customer segment, companies need the latest technology, not only to gain a deep understanding of customer needs, but also to drive seamless, end-to-end execution of process automation and execution along different channels. Advanced algorithms can be used to better understand customers’ buying behavior/patterns, adjust product and service portfolio, and identify cross-selling opportunities to increase customer loyalty and share of wallet.

With the people and processes to deliver “customer-first” marketing programs, DECK 7 partners with clients across its 9 service areas to provide the platform needed for marketers to personalize customer experiences on a global scale.

SEAMLESS INTEGRATION

Digital initiatives aren’t a top priority for most chemical distributors. They remain dedicated to their boots-on-the-ground approach and that works well for customers that need on-site service. But for the growing segment of customers that want a quick, frictionless purchasing experience, digital provides them with the ability to research and shop on their own time.

DECK 7 offers custom website and mobile application development that ensures an optimized device-specific experience for your prospects. Through a consultative approach with your team, DECK 7 will help develop your online presence across desktop and mobile devices that include a mobile optimized website and mobile apps that run across a variety of screen sizes and operating systems.



CUSTOMER INSIGHTS & MARKET INTELLIGENCE


DECK 7 provides solutions that help marketers leverage account-based customer insights and market intelligence information on suppliers, contractors, new entrants, substitute products, partners, and direct competitors. The solutions are used by chemicals and plastics companies to access customers across several industries and markets, and by companies in other industries to gain access to decision makers in this industry as potential customers.

We invite you to visit our industry publication (above). Decision makers and influencers use these industry and product specific communities for news, events, market information, and as a library of resources.