How do CAD users and decision makers prefer to stay up to date with the latest industry developments? How do decision makers and users prefer to consume CAD information? For manufacturing CAD suppliers, it is vital to know your target audience’s preferences for staying up to date – in order to plan effective marketing.
This post is a short extraction from the CAD Trends in Manufacturing Report. Decision makers’ and users’ preferred sources of CAD information is just one of 14 CAD Trends covered in the full report. For Architecture, Engineering and Construction (AEC) specialists, you can find the equivalent AEC market research report here.
Preferred CAD Information Sources
The above chart shows consolidated results for all survey respondents. As you can see, the top 4 sources of information on CAD topics used by people in the Manufacturing sector are:
- Industry Magazines/Journals (digital or print) at 39%
- Social media and Search engines at 38% each
- Websites related to software solutions at 35%
- Webinars at 33% followed by a long tail of other sources of information
Of course, search engines are more a method of finding information rather than a source of information. However, their high usage emphasizes the huge importance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) for all suppliers of CAD systems, software and services.
Preferred CAD Information Sources by Job Function
The above chart shows consolidated results by job function. Preferred media differs considerably by job title; therefore marketing campaigns to reach senior managers, CAD managers or engineers should each use different strategies.
Preferred CAD Information Sources by Geography
Similarly, preferences vary across the main geographic regions of the world – for example:
- EMEA: search engines are the number one source of information and 85% use digital channels, 75% use traditional (non-digital) channels.
- Americas: webinars are the number one source of information, 84% use digital channels, 72% use traditional channels.
- APAC: social media is the number one source of information and 85% use digital channels, and 66% use traditional channels.
Use of Social Media for CAD Information
In order to most effectively use social media to target users and decision makers in the manufacturing sector, marketers should utilize LinkedIn and YouTube!
Preferred CAD Information Sources by Company Size
Information source preferences also vary by size of company, for example:
- Small companies (up to 50 employees): social media (42%) and industry magazines/journals (42%) are the leading sources of information. Small companies are more likely to access social media and industry magazines.
- Medium sized companies (51-1,000 employees): social media (43%) is the leading source of information and search engines (38%) the second most important.
- Large companies (1,001+ employees): industry magazines/ journals (51%) are most important and websites related to software solutions (46%) are the second most important.
“For vendors it is obviously very important to know which sources of CAD information are preferred by different audiences so they can most effectively reach each target group.” – Chris Turner, CEO/Managing Director of The Business Advantage Group.
- Obtain and read the full CAD Trends in Manufacturing report. The full reports contain more detailed insights such as information source preferences by job title (image at the top of this post) or by brand of software used. This report is:
- Based on 314 global participants who are managers, designers, and engineers in the Manufacturing sector
- The survey reports…
- …perceived importance
- …actual usage of these trends
- …potential future usage of these trends over time
- Analysis on 14 trends by geographic region and size of company
- Year-on-year changes in awareness, perceived importance and current usage of these 14 Trends specific to the Manufacturing sector
2. Subscribe to this blog for regular CAD Trend updates as we do new annual Worldwide CAD Trends Surveys.
3. If you are interested in specific analyses of the data give us a call to chat with a research executive about your needs.