At the same time, he said, the Web gives marketers many options in presenting product information. For example, online videos and Flash product demonstrations in particular can be very effective in reaching an audience of engineers, Murphy said. “The idea is to allow design engineers to really interact with the products online based on what they're looking for and to gather as much or as little information as they need,” he said.
Video is a significant part of Molex's marketing efforts, said Brian Krause, the company's VP-marketing and communications. The company—which also relies on search engine optimization (see case study, page 15), search engine marketing, social media, catalogs, public relations and advertising—has a YouTube channel and more than 50 videos. “It's extremely important for us, and I think YouTube works really well,” he said. “There's just a tremendous amount of information that's accessible now by an engineer.”
Murphy's advice for companies looking to connect with engineers using social media channels such as YouTube and Twitter is to “walk before they run,” he said. “People get excited about it, and especially [upper management] gets excited about it, because they see it as a low-cost form of communications—which it can or can't be,” he said.
NSC's Ahrens advised marketers to focus on providing useful tools to their target audience. For example, NSC's WEBENCH tool allows visitors to the company's Web site to build electronic systems from design to prototype. “We want to be that resource, that expert,” she said. “We want them to come to us for that information. Generally speaking, that is the most effective way.” M