Oct. 22, 2010 – The Construction Marketing Association has announced the results of a September survey of construction marketers that identifies marketing budge outlook, top marketing priorities, and tactical marketing plans for the upcoming fiscal year.
The anonymous survey was conducted via SurveyMonkey, a web-based tool, and
posed four (4) questions:
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For the coming fiscal year, do you intend to increase or decrease
marketing activities and budgets?
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What is your most important marketing priority for 2011?
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Which marketing tactics will increase or decrease in 2011?
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What type of (construction) company are you?
The answers to the first question regarding plans to increase or decrease
marketing activities and budgets identified a resounding 65% majority of
respondents planning to increase, with a minority 22.5% planning to decrease
marketing activities or budgets, and 12.5% maintaining marketing activities
and budgets.
Regarding top marketing priorities for 2011, Measuring Results topped all at
21% of respondents, followed by Internet Marketing at 17%, which included
websites, search engine optimization (SEO), and social media. Implementing
Marketing ranked third at 14%, followed by Sales Lead Generation at 11%.
Marketing Budgets and Talent Recruitment round out top priorities at 8% and
6%. While Product Development, Advertising and Publicity/PR ranked
relatively low at 3% each.
Regarding marketing tactic increases/decreases, not surprisingly almost all
respondents plan to increase Internet, Social Media and PR activities, with
planned increases/decreases split for Promotions and Advertising.
Reinforcing personal experience, a majority (59%) of respondents plan to
decrease Trade Show activities/budgets.
The company classification question somewhat mirrors the overall industry
make-up with 28% of respondents from architectural, engineering or
construction firms (AEC), followed by 25% building materials, and 17% home
builders or remodelers, which likely has some overlap with AEC.
Equipment/Tools represented 14%, followed by services at 9%.
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