Strategic Construction Industry

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

This research explores various aspects of direct marketing in construction industry. The study explains the role played by interactive marketing in Construction Industry. It also describes different types of direct marketing and defines marketing communication and integrated marketing communication. Furthermore, the study explains various characteristics of interactive marketing applicable in construction industry. The study use case methodology for understanding and analysing impact of various strategies. For this, the researcher has studied the case of Balfour Beatty and analysed some of the strategies of company. Lastly the researcher has explained how to enhance direct marketing strategy and recommended what other strategies could be used by the company to enhance its marketing.

TABLE OF CONTENTS

ACKNOWLEDGEMENTIII

DECLARATIONIV

ABSTRACTV

CHAPTER 1: INTRODUCTION8

Background of Study8

Significance and Rationale of the Study8

Aims and Objectives9

Research Questions or Hypotheses10

Signposting10

Company Profile: Balfour Beatty10

Operations11

Emergence of Direct Marketing11

Direct Marketing in the Construction Industry13

CHAPTER 2: LITERATURE REVIEW15

Introduction15

Marketing Communication15

Integrated Marketing Communication16

Interactive Marketing17

Characteristics of Interactivity of Marketing Communications19

Relationship Marketing20

Relationship Management in Construction Industry21

Interactive Advertising, the Key to Getting More Customers in Construction Industry22

Characteristics of Interactivity of Marketing Communications in Construction industry22

Direct Marketing24

Different Forms of Direct Marketing29

Email Marketing29

Telemarketing30

Direct Mailing31

Mobile Marketing31

Customer Relationship Marketing32

Importance of Direct Marketing32

Technology and Direct Marketing33

Role of Internet in Direct Marketing34

Internet as Marketing Channel Construction Industry35

CHAPTER 3: METHODOLOGY36

Introduction36

Research Methodology36

Research Philosophy: Positivism and Phenomenology37

Justification for Research Methodology37

Data collection method38

Literature Search38

Case Study Methodology39

Data Analysis40

Validity and Reliability42

Ethical issues43

Limitations45

Participants45

Questionnaire Methods45

Interview Methods47

CHAPTER 4: DISCUSSION AND ANALYSIS49

Introduction49

Primary Results49

Questionnaire Results49

Interview Results55

Secondary Analysis58

Email58

Customer Relationship Marketing59

Lead generation60

Viral Marketing60

Online Advertising61

Direct Mail Marketing62

Database Communication Strategy62

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS64

Adopting strategy for enhancing Direct Marketing and Interactive Marketing Strategies64

Be Dynamic64

Proactive ''T'' Strategy64

Tactics for the Marketers66

Blogs67

Enhancing their Customer Relationship Management68

Mobile Marketing68

Conclusion69

REFERENCE71

APPENDIX77

CHAPTER 1: INTRODUCTION

Background of Study

In this highly competitive world of advanced technology, in order to sustain organisations need to focus on developing their marketing strategies accordingly. For enhancing the marketing strategy and develop a competitive advantage they also need to incorporate interactive and direct marketing strategies (Baier, 2003, 114). This will help them in enhancing their relation with their customers. These methods are of significant importance and are effectively used in the construction industry. Furthermore, these methods presented the idea of predicting the behaviour of customer and ways in which marketers can influence their decision making.

Aaron Ward was the pioneer of using direct marketing and is also famous for his interactive marketing strategies. He knew marketers and sales people can bring a revolution in the construction market by using different methods of selling products to consumers at the price which is appealing for them, if these methods and techniques were sued effectively and efficiently (Bauer & Leach, 2009, ...