Research: construction & design industries are social media dinosaurs


Labelled as a dinosaur of an industry, new research has revealed that new technologies and learning how to use them effectively are two of the major issues facing the building and construction industry in Australia.

A recent survey by shows that businesses in the building, construction, and architecture and design industries are unsure how to use social media to engage with their market and promote their business.

Social media and online platforms are an important part of marketing campaigns and communication strategies for businesses. The survey, which involved more than 1,291 Australian businesses, revealed that one third are not using social media at all.

Sales Manager for, Adrian Wilson said, “Social media and online channels are an essential part of a marketing and communication strategy and if businesses don’t jump on board now they will get left behind”.

Businesses can use social media to promote the name of their brand, attract new customers and build relationships with existing customers. However, 36 per cent of these businesses are not sure how to use it to engage their market with two thirds saying more social media training would help them to understand how to use it effectively.

Having a presence on social media and understanding how to use social media for business strategies are two different areas, which makes businesses hesitant to start.

“These businesses may be reluctant to join social media because they are unsure how to use it to build their brand, attract new customers and grow their business,” said Mr Wilson.

“Social media is an excellent tool to build relationships with existing and potential customers as it allows you to communicate and engage with them directly. Through this relationship you may have a better chance of improving sales leads and customer loyalty,” added Mr Wilson.


Strategy is the strategy for social media success
70 per cent of businesses that are using social media say that strategy is important for social media success.

These strategies enable businesses to define and achieve their goals by targeting the right audience with the right messages at the right time. Mr Wilson said these ensure “businesses will then be able to achieve the most benefit”.

This is exemplified through the 43 per cent of social media users who said they are seeing media success from social media platforms. 42 per cent of which stated that they have a Facebook page and LinkedIn corporate profile.

Going online also requires use of websites with nearly all the businesses surveyed stated that having a website is important for businesses in their industry yet one fifth of which still don’t have a website.


About the survey
The survey of 1,291 Australian business and non-business owners in the architecture, building, construction and design industries over the age of 18 years was carried out over the months of July and November 2013, covering all states and territories of Australia and representing all demographics.

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