Building Materials Marketing in the Digital Age | Bolin Marketing
May 21, 2019

Building Materials Marketing in the Digital Age


If you are a building materials company, you don’t want to be left in the proverbial (saw)dust from a digital perspective. Research from the Boston Consulting Group shows that the increasingly digital world is convincing building materials across a wide range of specialties to rethink how they do business.

How has your company adapted? Or, is your own digital transformation still a work in progress? Is your company just paying lip service to your digital strategy (e.g., we have a website, which hopefully our customers will find)?

Boston College’s Professor Jerry Kane says that a digital transformation is not just about using new technologies, but it’s about the ability of organizations to rapidly adapt to the evolving digital world.

Many companies find this rapid change to be daunting. With technology constantly evolving, how do you keep up?

No Two Digital Marketing Transformations Are the Same

Even if you could keep up, how do you know what’s right for your brand? No two digital transformations are the same. Each brand brings its own specific challenges.

There are many different paths to take for a digital marketing makeover. But one thing that connects them all – the focus on customer experience.

For example, CertainTeed revamped its digital marketing strategy by developing a set of skill-based personas to create a customer journey map that connects their customer touchpoints across the entire digital spectrum. The company unified its five business units under one platform, while creating an architecture that would allow it to be easily adapted for future functionality. The result: a website that combined tools, ideas and resources for homeowners, builders, contractors, architects and distributors.

Home improvement manufacturers are also upping their digital game. Honeywell, long a technology innovator, needed a digital strategy to transform its marketing. The company had traditionally focused on contractors, but wanted to compete directly in the consumer marketplace. Honeywell launched a new line of wi-fi connected thermostats, supported by a digital-first campaign that tackled multiple elements of the digital ecosystem. These included a website redesign, social media and pre- and post-purchase videos, all connected through storytelling that emphasized Honeywell’s history of innovation.

It can be overwhelming to figure out where to start with your brand’s digital transformation. Luckily, we’re experts at it at Bolin Marketing, particularly for building materials and home improvement companies. Clients like CertainTeed and Honeywell agree. Contact Jack Silverman  to find out how we can help your brand.

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