PD_Packaging Digest

Packaging Digest Directory, 2015/2016

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22 TRENDS // SUMMER 2015 www.PackagingDigest.com Is the internet nurturing a new breed of buyers? Exclusive and ground-breaking research enables packaging buying teams to BENCHMARK ONLINE BUYING BEHAVIORS against similar industry practices and other competitive buying teams. George Szanto, Contributing Writer T e rise of the internet the past 20 years has been a blessing and a scourge at the same time for both packaging buyers and suppliers. A key challenge for both parties is the sheer amount of channels and content available to facilitate purchases. Buyers are overwhelmed by posted content, and suppliers are challenged to optimize their marketing budgets across ever increasingly segmented online channels. We researched packaging buyer's online buying behavior to help all parties in the packaging industries worldwide make better make use of their time and resources. Most similar studies in the past focused on reporting from only the supplier marketing function. Here we report on the experiences, needs and opinions of 153 qualif ed packaging buyers who used the internet to facilitate a purchase in 2014. T e goal of the exercise was to improve the buyer's online experiences in the future and to aid supplier marketing tactics in the industry. Modern business-to-business (B2B) buyers and packaging buying teams now frequently delay their f rst interactions with sales people until they complete about 60% of their purchase process (CEB, 2011). One can hypothesize that a majority of the buying team's time is spent online researching various aspects of the purchase, and discussing f ndings online with each other in real time. T ese are the new realities of modern online buying team's behavior. T e buyers were asked 22 questions about a purchase they made last year. Results should enable buying teams to benchmark their own online behaviors against similar industry practices and other competitive buying teams. T e results reported here are just a synopsis of our f ndings. Download the full free report at pdlinks. com/2015OnlineBuyingBehaviors. PHOTO BY DEAN MITCHELL/ISTOCKPHOTO.COM Figure 1: Internet Usage vs Buying Stages Identifying and defning the packaging need Identifying appropriate suppliers or vendors Source: Online Buying Behavior of Packaging Buyers, April 2015 Validating suppliers and solutions (short listing) Final vendor/supplier selection Other (please specify) Note: more than 1 answer was possible 60.7% 85.5% 46.2% 30.8% 3.4% Figure 2: Mapping information sources to the different stages in the buying process Supplier website 16% 18% 12% 15% 27% 16% 18% 14% 21% 22% 22% 16% 10% 9% 5%6%4% 1% 9% 3% 0% 22% 3% 2% 27% 30% 27% 33% 25% 27% 28% 16% 16% 11% 9% 1% 15% 2% 16% 1% 1% 1% 3% 4% 1% 9% 35% 26% 17% 19% 16% 19% 9% 6% 20% 21% 27% 33% 39% 39% 41% 45% 45% 62% 63% 79% 85% 53% 21% 6% 3% 58% 15% 9% 2% Internet web searches Recommendation/advice Supplier email Press article (trade journal) Industry intermediaries Online video/webinar Industry specifc forum/online community Press advertising Offine event/seminar Whitepaper/case study Blog(s) Google+ Facebook Twitter 0% 10% 20% 30% 40% Identifying appropriate suppliers or vendors Final vendor selection Identifying and defning the need Validating suppliers and solutions (short listing) Not used Source: Online Buying Behavior of Packaging Buyers, April 2015 50% 60% 70% 80% 90% 100%

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