McDermott: Trends in Offshore Oil & Gas - GineersNow GineersNow Engineering Magazine Issue No. 021, McD | Page 16

Special Report
Here’s a step by step guide for the energy industry marketers.
Including the keywords of the top 30 oil & gas companies.
Do you know how digital marketing works in Oil
& Gas? Have we made it on top? If not, are we getting
there?
These four questions will enlighten every
marketing professional within the oil and gas
industry. For most of us, marketing professionals, we
ask these questions very often. Few of us
really know the answer. The tendency of every
marketing professional out there is to hire a
digital agency who doesn’t know the industry
dynamics of the energy sector. So, before you
do the same, perhaps you can look into hiring
a marketing professional who can guide the
marketing department (let’s say, hire me?).
As soon as you hire a marketing professional,
then the Oil & Gas marketing team will learn
and understand the dynamics of content,
engagement and digital infrastructure. Once
that is achieved, you can then start the agency-
hiring process.
Do you speak the language of oil & gas
industry?
When procurement specialist or engineers
search the Internet for a solution, do you know
which keywords they are using?
If you have a marketing communications budget
of $10, will you spend it on an exhibition, digital
ads, social media or magazine?
What are the next steps? How can you optimize
your marketing communication efforts within the
oil & gas industry?
Every year, the marketing department outlines
its goals, objectives and specific plans on how
to acquire new clients and how to retain their
existing clients in the most cost-effective way.
In this article, I will share my views, my learnings
in the industry and inputs from my Harvard
classmates.
Digital, the New Language of Oil &
Gas Marketing
Are we on the first page of Google search?
14
Oil Gas Leaders • May 2017
During the selection process, ensure that they
know the difference between downstream,
upstream and midstream, offshore and onshore,
refining, process, and petrochemicals. The
agency should talk and understand the
language of oil & gas. They should eat riggings
for breakfast and drink crude at night.
Print is dead. That’s what the case studies are
saying in any business school. Whether Kellogg,
Stanford, Harvard or Oxford, they are unanimous
in saying that Print is dying and that digital is the
way forward. That is the inevitable truth. Marketing
professionals who are working in energy, oil & gas
or petrochemical companies should now embrace
this , or they will be left out, along with the fax
machines and cassette tapes.