Redirigiendo al acceso original de articulo en 23 segundos...
ARTÍCULO
TITULO

Digital and Social Media Marketing - Growing Market Share for Construction SMEs

Simon Malesev    
Michael Cherry    

Resumen

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs? uptake and effective use of digital and social media marketing.

 Artículos similares

       
 
Mikko Rajanen,Aurelio Ravarini    
This thematic issue of four papers focuses on the importance of a socio-technical perspective in research and practice. A socio-technical perspective sees an organization as a combination of two components ? a social and a technical one. The real pattern... ver más

 
Oleg Pokusaev,Dmitry Namiot,Alexander Chekmarev     Pág. 42 - 46
Digital methods of recording trips in transport today allow a quite accurate measurement of transport behavior. Digital payment tools and the development of telecommunications make it possible, in particular, to have complete information about passenger ... ver más

 
Aline Rodrigues Totti,José Edemir da Silva Anjo     Pág. 01 - 16
Este trabalho teve como objetivo analisar como está ocorrendo a implantação do SEI (Sistema Eletrônico de Informações), no âmbito da SEE/MG, em uma Superintendência Regional de Ensino. Com base nas atuais teorias da administração pública, governo eletrôn... ver más

 
Ahmad Satibi,Daniel Julianto Tarigan,Andre Aprinaldo,Ahmad Beryliumsyah Ikmaludin,Wildan Aprizal Arifin,Hari Din Nugraha     Pág. 126 - 137
Smartphone users are increasing every year. This increase is due to the functions of smartphone technology, which help a lot to meet the needs of the community, social media, entertainment, shopping, work, managing finances, health and education. This mu... ver más
Revista: Invotec

 
Sonica Rautela     Pág. pp. 187 - 204
The world of marketing communication has been transformed completely by the presence of the internet and internet-enabled platforms. Today, the internet and related platform are home to massive amounts of human dialogues. Human interaction has changed dr... ver más