| According to the findings detailed in the 2009 The Edge Report by Saurage Research and The Oil and Gas Journal, more than half of oilfield professionals first encounter information about new service line products and services by browsing the company website. Because of this fact, it is imperative that companies do not squander the opportunity to effectively inform potential customers of new product offerings through the online touchpoint.
In fact, when seeking information about new products or technologies, energy industry professionals are at least twice more likely to access the information through the corporate website than they are to access it through a company sales representative, an on-site demonstration from a technical expert, an association website, or through information sent directly from the company.
It is quite interesting to note that 70 percent of those who influence the selection of a production services provider, like GE Oil and Gas or Halliburton, first access information about new products or technology from corporate websites. Even more interesting is the fact that more than half of any specialty tested utilized corporate websites as the initial route to new information. Through years of research on website effectiveness, Saurage Research has found that the most effective corporate websites have content that is:
Suffice it to say that because a corporate website is frequently the initial touchpoint between a company and a potential customer, web content and functionality should be tested to ensure an optimal user experience. Corporate websites are not only used, they are valued. Oil and gas professionals rate company websites nearly as valuable as an on-site demonstration from a technical expert, and far more valuable than information provided by a company sales representative. This finding is in no way intended to devalue the role of a company sale representative, but does illustrate the extreme importance in creating an online presence that provides an optimal user experience while staying true to a company’s brand. More than 9 of 10 oil and gas industry professionals indicate that the company website is at least somewhat valuable as a tool to access information regarding new products and technology. Among those oil and gas professionals who influence the selection of a production services provider, over half indicate that a company website is very valuable in accessing information about new products and technology. With no less than 4 of 10 in any of the specialties tested indicating that a company website is a very valuable tool in accessing information on new products or technologies, it is critical to ensure the user experiences an easy-to-navigate site that contains content that is relevant and valid. Conclusion When seeking information on new products and technology, professionals in the oil and gas industry are turning to the company website. As our research findings indicate, the company website is valued nearly as highly as having an industry expert demonstrate new products and technologies. A well informed online strategy is a key component in a company’s overall corporate and brand strategy. The company website serves as a powerful customer touchpoint that should regarded as a strategically important tool in customer acquisition and retention. The entire study, The Edge Report – Tradeshow and Advertising Effectiveness may be purchased by contacting Richard Cisneros, Vice President at Saurage Research, Inc. at 800-828-2943. About Saurage Research We are a full-service marketing research firm that provides the answers that drive successful business strategies. We have worked with corporations and brand strategy firms in gathering accurate, usable data – packaged so that so that it is easily understood and immediately actionable. Since 1987 we have worked closely with companies in many industries. Our research has been used to create (or redirect) national advertising campaigns, bring faltering businesses into the black, optimize new or existing product configuration, define go-to-market strategies, and turn unconvincing promotional programs into success stories. We know our business and understand your needs. http://saurageresearch.com/contact/ |
