Digital marketing technologies in the promotion of modern construction organizations

Abstract

The article analyzes the ways of promoting construction organizations in the digital space. Construction organizations of any scale today recognize the importance and necessity of implementing marketing technologies in the information and communication management process. Such actions are quite justified: key marketing activities allow you to interact with the client audience at a high-quality level and help the construction company to adapt to the rapidly changing market of services. Throughout our country, marketing is becoming the most important strategy for strengthening competitive positions and an effective way to position a construction company. However, the use of digital technologies in the marketing aspect becomes difficult, difficulties are associated primarily with the understanding and adaptation of a wide range of digital approaches in a specific construction industry. Digital marketing technologies can help an enterprise to surpass its competitive position, distribute labor resources efficiently, evaluate the effectiveness of investments in advertising materials, and ensure that the enterprise operates effectively (in changing conditions) for a long time. It is important to note that in the modern literature there are no sufficiently clear criteria for defining digital technologies in the construction business. . The article is devoted to the peculiarities of using Digital marketing technologies in the promotion of modern construction organizations. Issues related to the potential effectiveness of digital communication channels are considered, an algorithm of actions in the digital marketing space is outlined, and key technologies that take into account the specifics of the construction market in Russia are highlighted.