Introduction

Modern business is exposed to colossal transformations under the push of the digital revolution, which fully affects the construction industry, including the production and sale of construction materials. Out of the fierce competitive pressure and rapidly changing consumer preferences, companies are driven to reconsider their promotional policy by introducing new digital marketing tools. These approaches help not only to increase the level of sales but also ensure long-term competitive advantages due to strengthening brand recognition and improving market positions.

Digital marketing has become an integral part of strategic management for companies involved in construction materials. Among the most effective tools is social media, where the possibility of promoting a product by visualization, engaging with the audience, and community building is allowed. Alongside this, omnichannel strategies implement both online and offline channels, which provide a seamless customer experience, really crucial for the needs of the modern audience. It has as its object the analysis of digital marketing’s role in developing the business of construction material manufacturers, with a focus on the use of social media and omnichannel strategies.

Main part. Directions of digital marketing in the construction materials business

Digital marketing is the indispensable tool of business development in general and in the construction materials market, where the main communication with customers used to happen offline. In the context of global digitalization, a manufacturer or supplier of construction materials has to adapt to new conditions that include the implementation of technologies for increasing brand visibility, extension of the target audience, and consolidation of customer bases. Effective online marketing methods include search engine optimization (SEO), pay-per-click advertising (PPC), email marketing, social media, and omnichannel. These are meant to provide strategic leverage leading towards gaining a competitive advantage in the long run (table 1).

Table 1

Digital marketing tools in the construction industry [1, 2]

According to the author, the effectiveness of digital marketing tools in the construction industry depends on their targeted and strategic application. Each tool plays a unique role in the overall promotion system, from generating initial customer interest to retention and creating long-term loyalty. However, an important key aspect of their successful use is integration and adaptation to the needs of the target audience, as well as the willingness of companies to invest in continuous improvement of technologies and methods.

Currently, social media and omnichannel approaches are becoming the most in-demand in the construction industry. These directions deserve special attention because they not only meet current market demands but also possess significant potential for adapting to future changes.

Social media as a tool for promoting construction materials

In the context of digitalization, the construction industry faces the need to rethink traditional approaches to product promotion. Social media plays a vital role in this process, offering unique opportunities for product visualization, community building, and customer engagement. For the construction materials market, these aspects are particularly important, as materials are often purchased based on their technical characteristics, visual appeal, and reviews on practical applications.

Visualization of products on platforms such as Pinterest become an effective tool for presenting construction materials in real-world projects. High-quality visual content allows showing how materials appear in completed constructions, highlighting their advantages and aesthetic appeal. For example, companies that produce facade panels use photos of completed projects to demonstrate their appearance and durability [3]. YouTube video reviews, which show the installation or testing process of materials, help eliminate customers’ doubts by providing them with detailed information about the product.

Building a community on social media becomes an important element of promotional strategies. This involves not only posting content but also actively interacting with the audience through comments, polls, and live streams. Social media helps create a platform for communication between professional builders, architects, and individual contractors, where they can exchange experiences and share feedback. This interaction strengthens brand trust and fosters customer loyalty.

Construction companies successfully use social media to promote their products, demonstrating how digital tools can be integrated into marketing strategies. For example, Andersen Windows effectively uses social media to showcase its products in real projects. The photos and videos posted on their account illustrate windows installed in designer homes, highlighting their energy efficiency and aesthetic appeal. They also actively interact with followers, responding to comments and conducting surveys, which strengthens the connection with customers [4].

Another example is Lowe’s, which actively uses YouTube to promote its products through educational and inspiring videos. Their content includes step-by-step instructions for repair and construction projects, from laying tiles to installing doors, making complex tasks accessible even to beginners. This approach helps the company not only strengthen customer relationships but also encourages them to choose Lowe’s products, demonstrating how the brand’s materials and tools can be effectively used in real projects [5].

Targeting and promotion methods on social media are adapted to the construction audience to reach both professionals and private customers. For instance, companies use geotargeting to offer products to clients in specific regions or behavioral targeting aimed at those who have already shown interest in construction projects. This approach helps reduce customer acquisition costs and improves the efficiency of advertising campaigns.

One of the advantages of using social media is their accessibility for small and medium-sized businesses. Unlike traditional marketing channels, social media allows creating and distributing content with minimal costs. This is especially important for small companies that can present their products and services, competing with large market players. For instance, small companies producing specialized construction materials, such as handmade bricks, use Instagram to directly engage with architects and designers looking for special products.

However, the use of social media comes with a number of difficulties, the most serious of which is the difficulty of measuring the return on investment. Unlike direct sales, the results of these campaigns are often measured in terms of engagement, increased reach, or customer loyalty. It is difficult to link these materials to specific financial indicators, which makes it difficult to analyze the effectiveness of campaigns. Companies are faced with the need to implement analytics tools and build multi-level models to track how interaction with social networks leads to sales.

Thus, social media provide powerful tools for promoting products in the construction industry, but they require a strategic approach to platform selection, content creation, and effectiveness evaluation. Successful company examples demonstrate how their competent use can enhance brand recognition, strengthen customer trust, and stimulate sales, despite the existing challenges.

Effectiveness of omnichannel strategies in the construction industry

One of the most important elements of successful marketing and sales management in the construction industry, where customers demand flexibility and personalization at every stage of interaction with the company, are omnichannel strategies. This concept implies the integration of various communication and sales channels into a single ecosystem, providing a seamless user experience (fig. 1).

Figure 1. Omnichannel strategy model

That is to say, the information and functionality are consistent and available in real-time, irrespective of where or how the customer interacts with the brand-be it through a website, mobile app, physical store, or contact center. In the construction industry, omnichannel becomes really important, as the purchase can be very long-drawn, from choosing the materials to delivery and installation [6].

A relevant feature of this concept is being able to link online and offline channels. In construction, it can be at least partly expressed by an online catalog integrated with the points of sale. Thus, a customer who was studying the range on the website could get information about the availability of materials in the nearest store, book them, and receive a notification when their order is ready. This approach reduces the time a customer spends in search and purchase, increasing satisfaction and enhancing the likelihood of repeat interaction with the brand.

Moreover, omnichannel strategies contribute to the improvement of logistical processes. For example, the integration of online store orders with local warehouses allows companies to optimize delivery routes, reduce costs, and speed up the process of order fulfillment. This is very important in the construction industry, where the timeline of a project often determines the success or failure of a company.

The practical implementation of omnichannel strategies relies on the use of modern technologies, such as customer relationship management systems, which coordinate interactions between channels and guarantee personalization [7]. It allows companies to track customer preferences and behavior, giving ground for creating personalized offers. For example, a customer who regularly buys materials for interior finishing might receive special offers for related products, such as adhesives or tools. This personalization not only stimulates sales but also strengthens customer loyalty.

Successful examples of implementing omnichannel strategies in the construction industry demonstrate how such approaches can lead to significant results. For instance, Menards, a large home improvement retail chain, also demonstrates successful omnichannel strategy implementation [8]. They offer customers the opportunity to browse product ranges and place orders through their website, with options for delivery or in-store pickup. The integration of the online platform with local warehouses allows buyers to see product availability in real-time, which is especially important for professionals working under tight deadlines. This approach strengthens customer loyalty and makes interactions with the brand as convenient and efficient as possible.

Thus, omnichannel strategies in the construction industry ensure the integration of traditional and digital channels, enhancing customer interaction and optimizing internal processes. Companies that actually manage to implement such approaches receive much more significant competitive advantages, among which are sales growth, customer loyalty strengthening, and operations optimization. Nowadays, within the growing competition and at the edge of digitalization, omnichannel is a must-have for companies in the construction industry about long-term strategy.

Conclusion

Digital marketing has transformed the construction materials business and proved effective for companies in enhancing brand recognition, improving customer experiences, and increasing sales. Social media allow for the visualization of the product and help to create an engaged customer community for loyalty. Omnichannel strategies, integrating online and offline platforms, ensure convenience for customers by reducing the time spent in searching and buying materials, which is particularly important in the construction industry due to its complex logistical chains.

However, for sustainable success, companies need to realize that the introduction of digital tools has to be highly strategic, with an analysis of returns on investment. Building personalized interactions, maintaining consistency across all channels, and adapting to the rapidly changing consumer preferences play an important role in conducting successful marketing campaigns. In the end, companies that make full use of the digital marketing opportunities strengthen not only their positions in the competitive market but also build a stable platform for further growth and innovation.