Digital Communications in Construction Marketing / Marketing communications

Digital Communications in Construction Marketing

CMI front coversOur recent research, Construction Media Index, identifies communication channels used by the key decision makers in the UK construction industry. It looks at the readership of hardcopy and online trade journals, industry blogs and websites and the use of product directories, as well as attendance of technical seminars. It also provides an insight into Twitter and LinkedIn usage for work and Apps.

In this blog we look at the trends indicated by the research and interview leading communications agency CFA asking them to comment on the findings, drawing on their experiences of communicating with construction industry key decision makers.

David Ing from CFA Marketing is experienced at delivering multi-channel marketing campaigns and I wanted to ask him how he decides which media to use and what channels work well in partnership when delivering an integrated communications plan.

Below are his answers:

Q: The CMI 2013 research demonstrates the acceptance of social media as a work tool, the increased readership of eNews and blogs, as well as use of video and webinar, and rapid uptake of Apps. How has the growth of digital communications changed your approach to developing a communications strategy?

Digital communications has provided us with more ‘tools’ to use to target client audiences. However they should be seen as supplements to existing, traditional tools, such as PR, advertising, direct mail and exhibitions, rather than replacements. As such, our communications strategies are broader in terms of marketing activities, combining traditional with digital.

In addition, customers have become increasingly hungry for information and digital means they don’t have to wait for it – it’s just a few clicks away and with so many people having mobile devices, it’s just a click away wherever and whenever.

In terms of a communications strategy, this hunger has to be considered. Whilst some marketing activities are designed to influence and inform, other activities need to be created to fulfil the desire of information.

There also needs to be consideration given as to how digital works with traditional. Whilst they are very different approaches they need to complement each other and work together.

Q: And what impact has it had on creativity; budget; timescales?

Digital has had an effect on budgets in a number of ways. Where traditional activities didn’t include digital but do now, this extra work has to come out of a budget that unfortunately in many cases is shrinking, so it really is a case of trying to do more with less. That said, digital does have many desirable attributes when it comes to costs i.e. many digital activities are less expensive when compared to traditional – hard copy DM versus email marketing.


You might also like

Bluetext Reel - Digital Marketing, Strategic
Bluetext Reel - Digital Marketing, Strategic ...
Marketing Digital explicado
Marketing Digital explicado
Digital Marketing Communications (DMC) at WVU
Digital Marketing Communications (DMC) at WVU
Showreel 2011 NAPE agency digital - communication & marketing
Showreel 2011 NAPE agency digital - communication & marketing

Buying the Republican Party

by cheaply

1 Philip Morris Companies Inc., New York
Philip Morris is a diversified corporation with tobacco, beer, and food-product divisions that produce Kraft cheese products, Miller Lite beer, and Marlboro cigarettes. $6,211,508
2 Amway Corporation, Ada, Michigan/De Vos family
Amway is an international retailer of household goods that uses door-to-door salespeople to market its products. The De Vos and Van Andel families founded and manage Amway. $4,518,500
3 American Financial Group Inc./Lindner family, Cincinnati
American Financial Group is a financial services and insurance company that specializes in insuring high-risk customers

Nanotechnologies applies materials-based marketing philosophy.(Who's Who In Nanotech)(Dennis Wilson)(Interview): An article from: Nanoparticle News
Book (Business Communications Company, Inc.)
Belkin Components Belkin F2A046-10-GLD A-B Gold Series DB25M/Cent36M 10-Feet Parallel Printer Cable
CE (Belkin Components)
  • Delivers maximum conductivity with no data loss using 24k gold-plated, corrosion-proof connectors and copper contacts
  • Reduces interference with aluminum undermold shielding and double-shielded, braid-and-foil construction
  • Features ground indents for excellent conductivity and retention with mating conductors
  • Minimizes cross talk and ensures high-speed, error-free transmission with 28-gauge, stranded, tinned-copper conductors individually insulated in polypropylene
  • Increases flexibility while maintaining durability with featured Tactilite overmold
  • Features our Flextec PVC rubberized cable jacket, offering extreme flexibility for tight installations
  • Installs easily with oversized, ergonomic thumbscrews
  • Offers flexibility and durability for use in tight areas
Customer, supplier communication is critical: Is your store operating at a disadvantage? (In Perspective).(Brief Article): An article from: Do-It-Yourself Retailing
Book (National Retail Hardware Association)
What's in a website? Effective website design combines information, interaction, and presentation.(Trends & Technology): An article from: Photo Marketing
Book (Thomson Gale)
Partnerships key to market penetration.(Who's Who In Nanotech)(Interview): An article from: Nanoparticle News
Book (Business Communications Company, Inc.)
B2B digital marketing. The new communications landscape
B2B digital marketing. The new communications landscape
Internet and Digital Marketing Communications - Polaroid
Internet and Digital Marketing Communications - Polaroid ...