Contract electronics manufacturing solutions providers are competing in an increasingly difficult business environment to win new business. Large EMS providers have been spending money to extend their reach for new customers and business through creating new divisions, acquisitions, and investing more in their online presence with existing websites plus, creating new online domains for these new divisions and marketing ventures they create.
Today its easy for savvy electronics OEM decision maker to conduct online research when seeking solutions for their business challenges. Online can also be the first place OEMs become aware of an EMS provider and their service offerings and capabilities. So its no surprise to see EMS firms with marketing budgets invest in their websites.
Recently we’ve noticed some major site re-designs launched by more than a few contract electronics solutions firms.
Below are stats we pulled July 6, 2017 from Alexa.com for the top 20 EMS firms based on user pages views and time-on-site. Site data is inconclusive whether an EMS provider’s online strategy is successful, or not, but it can be used as a comparative tool for measuring site penetration for company websites in a similar industry.
| Website Marketing Stats for Contract Electronics Solutions Firms | |||
| Online Activity for Top 20 Contract Electronic (EMS & ODM) Provider Websites | |||
| Source: Alexa.com July 6, 2017 | |||
| Provider | Daily Page Views | Time-on-Site | ||
| Hon Hai (Foxconn) |  |
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| Pegatron |  |
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| Flex |  |
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| Jabil |  |
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| Sanmina |  |
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| Celestica |  |
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| Wistron |  |
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| New Kinpo Group |  |
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| Plexus |  |
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| Benchmark Electronics |  |
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| Universal Scientific Industrial (USI) |  |
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| Shenzhen Kaifa |  |
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| Venture |  |
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| Zollner |  |
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| SIIX |  |
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| Fabrinet |  |
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| UMC Electronics |  |
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| PKC Group |  |
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| Kimball Electronics |  |
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| Sumitronics |  |
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EMS marketers, sales and business development professionals can research and track changes to some of your website stats here.
Keep in mind, just because users spend a lot of time on an EMS website does not automatically translate to that EMS firm’s website being more successful than an EMS provider with less robust stats. For the stats above, one of the lowest performing websites is Jabil followed by Zollner. A couple of EMS sites on the list above outperforming the others and based only on the two stats (daily page views and time-on-site) include Sanmina and Celestica.
And when it comes to site re-designs, some providers assign internal teams comprised of six to 12 marketing and sales employees (with annual salaries ranging from $50,000 to $250,000+) with each devoting several hours each week (or full-time) for projects lasting several weeks to months.
Sometimes there are third-party expertise design and dev houses hired which can add thousands of dollars, even tens of thousands of dollars, more. Its easy to see how some EMS firms that go all out can spend $500,000+ for a new site, especially once you take into account fully burdened labor costs, and not to including any lost opportunity costs.
And then there are the thousands of smaller EMS firms, where, for them, spending even $5,000 can be considered too much. Whether its tier-1 or tier-4 one primary objective is to attract, inform and help nurture decision-making prospects at a moment of relevance.
Define your success, stay focused
For online marketing success its more important companies take a long-term view, seeing whether a site improves its stats over time, is able to withstand Google algorithm changes (and benefit from these changes), whether a site provides users the information they are looking for, encourages users to fill in online forms and, more importantly, encourages the correct (targeted) users to fill in their forms. Its easy to get hung up on stats, but keep in mind some stats are just that and don’t reflect the true nature of the business. Avoid spending valuable time interpreting what one marketer refers to as vanity metrics.
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