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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