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In September 2010 the Advertising Standards Association (ASA) announced its first above-the-line marketing campaign in 5 years to generate awareness of the new online marketing regulations that will be coming into effect on the 1st of March 2011. The ASA confirmed that the Committee of Advertising Practice’s (CAP) non-broadcast codes of conduct will now apply to all online marketing communication. Read More
Updated 2015
The growth and prevalence of social media has changed the way companies and brands are communicating – forever.
No longer a fad, social media platforms are part of modern communication; in life and within a business’s marketing plan.
The various and infinite social media platforms (LinkedIn, Facebook, Twitter, YouTube, Google+, Instagram, Pinterest, Snapchat etc) are allowing businesses to connect, share information and even collaborate on projects online.
Social media is conversational and facilitates user participation and dialogue… Read More
For savvy construction marketers, tracking and measuring marketing campaign performance is not just important, it’s absolutely fundamental.
This post was originally created in 2011 and was recently updated in November 2014
The insight gleaned is invaluable in guiding current and future marketing decisions and should ultimately govern the allocation of your marketing spend.
In this post we’ll show you how to use the Google Url Builder to measure the effectiveness of all your online marketing channels through Google Analytics (other analytics software are available).
You’ll learn how to Structure and name your campaigns. How to tag email, adwords and banner ad campaigns. We’ll show you how to tag Twitter campaigns and track offline campaigns too.
We’ll also show you how to analyse your campaign data in Google analytics and how to measure goals.
Social media is all the hype at the moment. Everybody wants a piece of the action. Social media has been around for several years but has only just hit the mainstream over the last couple of years. It really has changed the way businesses go about developing their marketing strategies.Read More
Communication is becoming much more segmented and personalised. Marketers are having to work harder to understand the requirements of each and every type of buyer and influencer at each stage of the long, complex construction sales supply chain. Added to this is the need to deliver relevant valuable content within all marketing efforts.Read More
A Tesco superstore, I’ve decided, is a lot like Google in the sense that a superstore, as the name suggests, has a super amount of products stacked and placed neatly for us to choose from. Those products are, for the uninitiated, strategically placed (or ranked) in terms of relevance, popularity and the ability to make Tesco money.Read More
This post was updated in 2015.
Developments in technology, especially web and mobile, have changed the way we engage with each other as well as with places and objects around us. A few years ago we were all tied to our desktop computers and now there is an ever increasing amount of technology allowing us to be mobile and plugged into the Internet wherever we are, thanks to smartphones and tablets like the iPad. New figures show that smartphones now account for 64% of all phones sold in the UK. Nielsen also predicted last year that smartphones will be the dominant device by the end of 2011, so there certainly is a reason to be taking this area more seriously. Opportunities to connect the physical world with the digital one are therefore great and construction companies can learn to use QR codes to their advantage.Read More
The current economic climate is tough for many businesses in the AEC sector and seeing companies such as ROK go into administration was a real eye-opener. It is exactly in times like these that branding becomes even more important. Achieving growth and acquiring new business opportunities is increasingly challenging, especially when the industry is becoming even more competitive. In order to stand out you need to focus on your brand and remind prospects and clients why you are ‘the right man for the job.’ A strong brand is not achieved over night. It needs constant investment to sustain it and build strong brand equity.
A brand is much more than a logo or positioning statement. It is a promise. A promise from the company to its customers and clients that they will receive a product or service that consistently delivers added value.
“A brand is an identifiable entity that makes specific promises of value.”
Without branding all products and services are perceived to be the same without any differentiation. Strong branding sets you apart from the competition by providing benefits that others do not. Through this, a relationship is formed. The construction industry is built on many relationships – relationships with clients, suppliers, employees, architects, contractors. The list goes on. It is these relationships that fully define your brand. You may think your brand represents reliability, performance and sustainable development but if your clients, customers, prospects, employees and even the general public do not think (or see) that, then something is wrong.
