A Study on Client’s Perception on Digital Marketing Strategy at a Machine Tool Manufacturing Company

In the small-scale manufacturing industry, making the best use of existing financial and human resources is critical. The focus in MSMEs is on core operational areas such as manufacturing, maintenance, logistics, and so on. Because marketing is often the last thing on people's minds, this study recommends a cost-effective digital marketing strategy that requires little upfront investment. There isn’t much scope given to marketing in the machine tool manufacturing industry, even though it can bring a computable difference in lead generation and sales. This project focuses on understanding the client’s perspective on marketing activities specifically the digital part and also tries to understand different strategies that can be employed on its way. This study tries to understand a suitable digital marketing strategy to attract potential customers. The study is carried out in a small-scale machine tool manufacturing company having more than 100 employees and a global footprint. The project envisages Identifying a novel comprehensive digital marketing strategy to increase the inbound and outbound leads. The planned strategy includes the use of different platforms for maximizing the company’s outreach to the potential customer base.