To further understand the construction marketing outlook for 2013 in the construction industry, the Construction Marketing Association conducted a national survey of construction professionals. The following questions were asked:
1. For the coming fiscal year, do you intend to increase or decrease marketing activities and budgets?
2. What is your most important marketing priority for 2013?
3. What marketing tactics will increase in 2013?
4. What marketing tactics will decrease in 2013?
5. Do you develop an annual marketing plan?
6. Do you develop a strategic marketing plan?
7. Do you develop a marketing budget?
8. If so, what type of marketing budget?
2013 Marketing Outlook Survey Results
76% of construction professionals intend to increase their marketing activities and budgets in 2013. On the other hand, 16% plan to decrease their marketing activities and budgets in 2013, while only 8% expect it to stay the same.
Branding (33%), Internet/web (15%), and lead generation (15%) are the top marketing priorities for 2013. With 6%, new markets, networking, and events are the bottom three priorities of those listed for 2013.
68% responded they will increase social media marketing efforts in 2013. Also, PR is expected to increase with 63% , and branding and Internet with 61%. If you are still unsure about social media, check out How Construction Companies Can Leverage Social Media.
Overall, respondents are decreasing traditional marketing tactics in 2013. Direct mail usage is going to be decreased by 32% of respondents. Also, advertising is being decreased by 32%, promotions by 26%, and trade shows by 24%. However, direct mail is still a viable marketing tactic! For more information, read Is Direct Mail Dead?
71% of respondents develop an annual marketing plan, while 29% do not.
71% of respondents also develop a strategic marketing plan, while 29% do not.
Most construction professionals, 82%, develop a marketing budget, while only 18% do not.
32% of respondents develop marketing budgets based on a combination of the budgets above. 26% use a task and objective budget, 13% use a percentage of sales, 11% use a percent increase/decrease, 10% use none, and 8% use zero-base.
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