MARKETING OF CONSTRUCTION ENTERPRISES IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The intersection of traditional and digital marketing strategies in real estate development not only reflects the evolution of marketing tools, but also signifies a shift in consumer behavior and market dynamics. This extension takes a deeper look at how these strategies are being refined and integrated, offering a new perspective on their application in today’s rapidly changing environment. Focusing on the strategic digitalization of the marketing activities of construction companies involves the development of a comprehensive Internet marketing strategy and its effective implementation in the practical activities of the enterprise. The article discusses the use of marketing tools in the construction industry with a focus on the integration of traditional and digital strategies. It highlights the unique characteristics of the construction sector, such as the combination of product and service elements, as well as the impact of digital technologies on consumer behavior. The text emphasizes the importance of an integrated marketing approach that includes both online and offline channels. The key topics discussed include the role of CRM systems, data analytics, social media, virtual and augmented reality, and the importance of traditional marketing methods. The article concludes by emphasizing the need for a strategic approach to digital marketing in the construction industry, outlining key tools such as SEO and content marketing. To summarize, the article provides valuable insights into the evolution of marketing in the construction industry, emphasizing the need for a dynamic and integrated approach that effectively uses both traditional and digital channels to connect with target audiences and drive business growth. The integration of traditional and digital marketing strategies in real estate development is not just a response to technological advances, but a strategic approach to meeting changing market needs and behavior. As developers navigate this complex landscape, the ability to adapt and innovate their marketing mix will be crucial to capturing the attention and loyalty of today’s buyers.