Damned if they publish – Digital marketing strategy

The internet has provided a platform where anyone can comment, without any editorial control at all.  It’s been a rapid revolution which has taken control from the hands of those who make a business out of publishing. Some commentators have even complained and questioned whether such important things as expressing opinions should be left in the hands of the masses!

The press is justifiably rattled because the media landscape has changed beyond all recognition in just a matter of years and advertising revenues are increasingly going towards digital campaigns.

I don’t think anyone can really question the advantages of this 24/7 ability to broadcast to the world at large, unless that is they wish to stifle comment. And that’s where the problem lies for businesses. There are dangers.  Prior to this internet revolution the construction industry with all its suppliers and professional advisors could in general control what comment appeared in the media. Unless some major catastrophe hit the headlines, or litigation was large enough to attract media coverage, the chance of anyone reading about any shortcomings was relatively small.

Today it’s entirely different. If we upset a customer and don’t act swiftly to put the problem right, we can expect to see adverse comment online – and there’s absolutely nothing that can be done to counter this unless there’s something defamatory or libellous to complain about. Using tools such as Google Alerts will keep you reasonably up-to-date with comments about your company, its products and its services.

So should the construction industry be bothered about this?  I think probably not. Providing the product or service that we deliver is up scratch then there’s no reason to be fearful.  But one thing is clear, we must be sure that our customers are entirely satisfied and delighted at all times with all our services.  If problems occur we must act very quickly to solve them.

When was the last you did a customer satisfaction survey for you company?

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s worked with over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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