NEW YORK—Despite a tumultuous first half of 2020 that has significantly impacted manufacturing, a new study of hundreds of manufacturers, commissioned by the modern digital agency for manufacturers, Shift7 and conducted by Zogby Analytics, reveals that while four in 10 manufacturers say they’ve furloughed and laid off employees this year, 56 percent have not taken any form of government financial aid, including the Small Business Administration’s Paycheck Protection Program (PPP). At the same time, the survey shows they’re shifting focus to optimize their digital presence during this time.

“Every manufacturer can benefit from a more robust digital footprint right now, and the pandemic has given many the push into the space they needed to make it happen,” says Andrew Walker, CEO of Shift7 Digital. “This shift is paramount as brands need a stronger direct relationship with consumers, retailers and resellers alike. Manufacturers that are addressing this revolution are the ones that will survive and thrive in this environment and beyond.”

The Shift7 study finds that more than two-thirds of manufacturers have moved marketing dollars from traditional to digital channels this year, with eight in 10 investing the most of their marketing spend on their own website. This trend correlates directly with where manufacturers are seeing sales. About 52 percent say the majority of their sales have come from online channels in 2020.

Zogby Analytics was commissioned by Shift7 to conduct an online survey of 208 business decision-makers at manufacturing businesses from June 30 to July 2, 2020. Using internal and trusted interactive partner resources, thousands of adults were randomly invited to participate in this interactive survey. Each invitation was password coded and secure so that one respondent could only access the survey one time.

Shift7 Digital works with businesses to guide them through the changing digital landscape, including analyzing their online presence, and integrating the brand experience across platforms and streamlining a company’s digital properties. To learn more about the study, visit