DIGITAL MARKETING IN PRACTICE

Abstract

Just as in the field of architecture every detail is important, from the foundation to the roof every element must be carefully planned and executed, it is the same with digital marketing - every detail, from the creation of the website, its promotion, social networks to advertising, must be carefully planned and performed. Modern companies in the world of race are looking for a way to stand out and attract new customers, which is also true for companies in the construction industry. Today, if you want to expand your business regardless of the size of the company, it cannot be achieved without digital marketing and an adequate marketing strategy. In the world of architecture and construction, every project begins with a detailed plan. Without a plan, regardless of the quality of the materials or the expertise of the workers, a construction project will not be successful. It’s the same with digital marketing – without a strategically designed marketing campaign and effective lease of media space, the online presence will not be able to compete with the competition. Creating quality content, publishing it and monitoring it is an indispensable part of a digital marketing strategy. In the construction industry, it has become very important to use content marketing as a way of informing and educating, gaining trust and attracting the target audience. Because today’s customers expect and look for quality content and information on the Internet. In this paper, we aim to present the importance of digital marketing, then the organization of marketing campaigns and the rental of advertising space in digital media in the field of architecture and the construction industry. Digital marketing in construction offers an incredible opportunity - direct connection with target clients or customers. With the right strategy, using various digital channels, one can reach potential clients who are really interested in the services. In Serbia, there are tens of thousands of companies operating in the field of architecture and construction industry, including: consulting companies, design firms, contractors, suppliers of materials and equipment, sellers of tools and machines and related activities. However, it is certain that less than 50% of these companies do not have their own website. Even those companies that have their own website, or a large number of existing websites, are not optimized. At the very beginning, this leads us to the conclusion that digital marketing in construction is an underdeveloped area.