Dominating Digital - The secret to CIB's success at the CMAs

After every award show, the chat in the office inevitably turns to a consideration of the winners, where did we strike gold and what can we learn from those nominations that didn't quite make it.

CIB’s winning category at the Construction Marketing Awards

This year we owned the 'Best Digital Campaign' category, with a win for RIW and a highly commended for Door-Stop. Marking the second year running that a client of ours has won 'Best Digital Campaign'. In an industry which has been slow to adapt to an increasingly digital world, we are proud to be leading digital marketing for the construction sector.

Marketing fundamentals haven’t changed - but the channels and tools have

While the basic tenants of marketing, know your audience and give them what they want, haven't changed the tools and channels have.

Audiences are now fragmented across a wider range of channels. Combined with the rise of ad-blocking, multi-device usage, and AI-powered search reshaping how construction decision-makers find and engage with information online, our job as marketers has become more complex than ever.

While everyone in our industry will be familiar with the phrase 'skills crisis' there is a wider 'digital skills crisis' across the PR and Marketing sectors. The speed at which the world has changed (and continues to do so) has resulted in a lot of marketers getting left behind.

Why client – agency integration wins in construction marketing

No one person can be expected to know everything about digital marketing, which is why working as an integrated team is so essential to success. Neither the RIW 'Things Are Looking Up', and the Door-Stop, 'If It's Late It's Free' campaigns would have been possible without pooling the expertise of CIB team members and the clients' own marketing teams.

Not only does this deeply collaborative approach generally produce stronger campaigns with better results, it often accelerates campaign delivery, making otherwise improbably deadlines achievable.

For example, our close integration with the Thorn Lighting team meant we were able to create an expansive and data-perfect brand book with minimal revisions, ensuring a polished final product for an immovable deadline. If you’re curious, you can read the full case study here.

How CIB is confronting the digital skills gap

Here at CIB you won't find anyone who claims to know everything about digital (or any 'gurus'). What you will find is a lively bunch of experts who are always up for learning and improving. We are tackling the digital skills crisis head-on.

I have recently come to the end of an intensive advanced digital marketing course with Google called Squared Online which has expanded my digital marketing knowledge. The CIB team members are constantly looking for new training opportunities, and we make a point of sharing our knowledge with each other.

We aren't resting on our laurels and are hard at work on pushing the boundaries of digital in the construction sector to deliver results for our clients.

Let’s collaborate

The prohibitive cost of staffing an in-house team with both the breadth and depth of specialisation necessary to carry out effective digital campaigns means the agency-client relationship has never been more important.

If you'd like to talk about how we can help deliver stunning digital campaigns for you, please drop Nick Gill (New Business Development) an email at nickg@cibcomms.co.uk or call him on 01372371800