Online Sources of Information and Influence
It has been nearly thirty years since the first online blogs were made available and over fifty years since the first email was sent. In 2022, 92% of the population used the internet at home, and nearly half of all webpages were accessed by a smart phone. Information is at our fingertips all the time. Even at home, our TVs and smart speakers increasingly have the capabilities to connect us to who we want to engage with. The ongoing shift towards the ‘internet of things’ is also set to further this trend.
As access to information has increased, so too have its sources. For those seeking to understand, connect, and influence the construction sector, appreciating shifts in how people consume information is vital.
Online sources, including blogs, vlogs and podcasts, are a crucial ingredient in the marketing mix and can give your audience added insight, different to any other information they may receive from you or your competitors. They offer the opportunity to position yourself as an expert and thought leader.
With over half of respondents accessing such information via known websites and newsletters, this must form one cog in your wider marketing strategy. For example, social media and coverage in top publications can also play a key role in driving people to the content you have to offer.
But it’s not only about how, what and where your audience accesses this information. Who is delivering your carefully thought-out content?
While your experts and spokespeople are an essential face for this, influencers have taken the consumer world by storm. But influencers can be just as an effective partner when targeting a B2B audience too. People can be critical of the information they receive and ultimately want to know it is from a trustworthy source, not just another business trying to make sales. Influencers are a third party with an identity that has been built by resonating with their followers, making them a huge driver for your own audience to listen to, too.
Consumption is rising, and sources are diversifying. Whether that’s phones, tablets, TVs; or podcasts, blog posts, or video content, the result has been 33% of industry leaders say their usage had increased in the past year and 19% expect it to increase in the coming year. Understanding where, how, and to what extent leaders in the industry are engaging in media content should be standard practice for all marketers. With high quality research like this, it can be.
Laura Mashiter, Managing Director
Refresh is a creative marketing and comms agency that has specialised in the construction industry for over 10 years, providing a full suite of services, including PR, social media, video, events, design, lead generation and digital marketing.
The Construction Media Index is a set of comprehensive and impartial research reports detailing the communication channels available for engaging with the UK construction sector. The 2023 reports on Architect and Contractor communication channels are now available and provide information on Publication Readership, Online Sources of Information and Influence, Social Media, Sources of Technical Information and Engagement Preferences. They are must-have documents for anyone who wishes to engage with these important decision makers, be it via advertising, social media or CPD. You can get further details or order here
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