HVP Magazine – Almost half of construction companies lack digital marketing skills
NEARLY HALF OF CONSTRUCTION COMPANIES LACK DIGITAL MARKETING SKILLS
Conducted by construction digital marketing agency Koozai, the new survey found that 44% of construction industry professionals believe their companies lack the skills to properly implement a marketing strategy. effective digital.
Conducted during a webinar on digital marketing for construction websites with 101 registrants, the survey asked construction and business marketing professionals about the biggest challenges they face when it comes to digital marketing.
It also revealed that a third (33%) of construction industry professionals think their company lacks the time to oversee digital marketing activity. 17% said lack of budget was the biggest barrier to digital marketing success. Only 6% said there was a lack of digital marketing buy-in from high-level decision makers.
The new survey comes as Google searches for construction goods and online sales of construction products and services continue to rise. According to the latest figures from the Office of National Statistics (ONS), online sales in the construction sector have increased by £1.6 billion over the last ten years.
However, the ONS figures also suggest that most construction companies have yet to fully embrace online marketplaces. Only 5.5% of construction companies sell online, compared to 22.8% of manufacturing companies, 24.3% of information and communication services companies, 28.6% of UK businesses as a whole, 44.1% of wholesale companies and 48.3% of retail companies.
Koozai owner and manager Sophie Roberts said: “For decades many UK construction companies have relied on traditional marketing practices and face-to-face relationships between contractors. This obviously remains important, but the online demand has increased considerably.
“Data shows that construction is lagging behind other industries when it comes to taking advantage of e-commerce opportunities. Without a remedy to this, construction companies risk being left behind as Buying behaviors of industry buyers and consumers continue to change.”