25th November 2020

The Construction Marketing Awards recently hosted a webinar called Traditional meets Digital. They invited leading industry players, all of whom are working on the interface where digital and traditional media come together, to sit on a panel and share their views.

The panel were all agreed that it is not a case of one medium over another but a matter of a blended approach. Different media have different roles. Those roles are decided by the type of information to be delivered:

Is it nice to know or need to know? Legislation or technical data may be better presented in a digital format, which is instantly available.
What format is best suited to the information? For example, plans of a building may be more easily viewed in a hard copy format.
How many and where are the audience? With an online presentation it is possible to reach 1,000 people around the world.
Do participants want to meet to build relationships? In which case a live event will be best to achieve this.

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The panel comprised:

Chris Ashworth, Vice Chairman – CIMCIG
Liam Bateman, Managing Director – The Think Tank
Robin Cordy, Marketing Director – NBS
Kate Perrin, Marketing Director – Barbour ABI
Helen Castle, Director of Publishing – RIBA
Jonathan Stock, Publishing Director – Architecture Today
Nathan Garnett, Director – UK Construction Week

The hour-long discussion covered a wide range of thoughts and views and provides some valuable insight for construction marketers. It can be viewed below:

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