It’s no secret that oil and gas companies have been lagging behind in adopting a modern digital marketing approach. The main reason is that their products have global demand and their business setup is B2B oriented. So basically, there’s not much need for O&G companies to do some sophisticated self-promotions. Well, they didn’t have to up until now, at least.
Nowadays, the necessity for oil and gas marketing is ever-growing mostly because the entire landscape is changing. Today, even O&G companies need to establish powerful brand awareness and ensure customer loyalty in order to thrive in the shifting market. This is, of course, where digital marketing comes in. As you may already know, O&G companies operating in the international market and establishing a presence in a foreign market are of the utmost importance.
Digital marketing provides a way for O&G companies to do so seamlessly, thus aiding the entire industry in establishing relationships with clients and boosting exposure without any hindrances whatsoever. With that in mind, let’s have a look at how digital marketing has affected oil and gas companies.
Exploring emerging trends in digital marketing for the oil and gas sector
As mentioned before, O&G companies have been slow to adopt the digital approach to marketing for some time now. That said, almost every oil and gas company has a very low budget allocated for such purposes.
However, things are beginning to change as O&G companies are starting to realize the potential that digital marketing truly has. In other words, the O&G sector has already started to follow up with the market trends and invest more in digital marketing endeavors. The main goal of this is to promote brand awareness and establish a more meaningful relationship with potential clients.
Not only that but O&G companies are also leveraging digital marketing strategies for recruitment purposes. Using various marketing channels, O&G companies can focus on finding skilled and talented employees.
Such potential hires are quite present on social media platforms these days, which makes these networks a perfect channel for headhunting as far as O&G companies are concerned. Strategies like recruitment marketing are working exceptionally well for O&G companies that decided to establish a strong presence on social media platforms like LinkedIn, for instance.
The benefits of social media platforms for oil and gas companies
Aside from using social media marketing for recruitment purposes, O&G companies are leveraging these platforms for other endeavors as well. Today, these companies have begun to build a strong presence across different social media platforms. The key is to build exposure but also generate positive sentiment. That’s why many O&G companies prefer to encourage the general populace to discuss various matters and get the public’s opinion of future projects.
One of the subjects most commonly discussed is how the O&G sector can be more environmentally-friendly and adopt more green solutions for the sake of the environment. Although this may seem like a huge contradiction as exploiting the planet’s natural resources is, in fact, contributing to global warming, O&G companies do want more sustainability and to reduce their carbon footprint in the long run. For this to happen, they need all the help they can get and social media users are keen on contributing towards an eco-friendly solution.
That’s one of the reasons why O&G companies have started using content marketing for educational purposes so they will encourage their audience to engage in meaningful discussions. Aside from that, O&G companies are also leveraging social media to generate stakeholder attention using various strategies ranging from blogging and sharing content to publishing entire whitepapers regarding certain projects or issues.
Measuring the impact of digital advertising on oil and gas companies
Measuring the impact of digital advertising on oil and gas companies is a complex task. It requires an understanding of the industry, its customers, and how they interact with digital media. To accurately measure the impact of digital advertising, it is important to consider both quantitative and qualitative data. Quantitative data can include metrics such as website visits, click-through rates, cost per click (CPC), impressions, conversions, and return on investment (ROI).
On the other hand, qualitative data can include customer feedback surveys or interviews that provide insights into customer attitudes toward the company’s overall agenda. Moreover, it is important to track changes in brand awareness over time by measuring metrics such as brand mentions and sentiment. That said, O&G companies that have social media presence often use various KPIs to analyze performance, strategize and maintain consistency across different platforms.
Even such companies need to ensure that they are, in fact, targeting the right audience and that their resources are not being wasted on ineffective digital marketing strategies. Although it’s quite simple to measure the results of paid advertising, organic efforts like SEO and other strategies are more difficult to monitor as you can’t tell for sure which of your efforts directly contributed to a desired result.
Digital marketing has had a major impact on the oil and gas industry, allowing companies to reach more clients and increase their exposure in the online market. Digital marketing has huge potential but O&G companies have only recently begun to tap into it. Perhaps in the future, we will see more O&G companies utilizing digital marketing to the fullest.
Oil and gas operations are commonly found in remote locations far from company headquarters. Now, it's possible to monitor pump operations, collate and analyze seismic data, and track employees around the world from almost anywhere. Whether employees are in the office or in the field, the internet and related applications enable a greater multidirectional flow of information – and control – than ever before.