Digital Marketing Strategies: Iraqi Architectural Firms as a Case Study

Abstract

This study examines the importance of digital marketing strategies as a factor of competitive advantage for architectural services firms in Iraq. Interviews are conducted with four architectural firms through a qualitative, interpretive approach. This study imposes that digital marketing strategies on platforms (Facebook, Instagram) lead to awareness of what architectural services are, in addition to examining the role these strategies play in reviving company business opportunities. Furthermore, this study aims to determine the reasons for the weak activity of architectural services companies in Iraq on communication platforms. One of the main reasons seems to be related to a lack of awareness on the part of architects and clients about digital architectural services. In addition, the results indicate the lack of integrated marketing strategies in these companies. Finally, this study will determine the type of digital marketing strategies for architectural services companies in 2021.