Digital Marketing Strategies for B2B

This assignment delves into the application of digital marketing strategies within the B2B (Business-to-Business) industrial sector. It examines key concepts such as web analytics for performance measurement, the role of social media in B2B marketing, and the challenges companies face in adapting to the digital era. The focus is on understanding how businesses can effectively leverage digital tools and strategies to achieve their marketing objectives within a B2B context.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing management and digital communication
Name of student
Name of University
Author note

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MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
Aim..................................................................................................................................................4
Target market...................................................................................................................................4
Research methods............................................................................................................................5
Current value analysis......................................................................................................................8
Marketing promotion plan.............................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Introduction
The report is prepared to analyse the different aspects of managing digital communication
and marketing for Engineering Consultants in Australia. The company is known for its best
quality engineering consultancy services in the field of civil and construction engineering that is
required for the development of apartments and residential buildings. The company has pursued
long-term strategies during the development of relationship for understanding the business
properly and enabled participation of individuals and civil engineering companies in various
projects. The demands are met by the company through providing of consultancy services that
has not only enhanced the skills, knowledge and expertise, but also has facilitated the process of
innovation to meet the requirements of a challenging project. Thus, with the help of these
extensive skills, knowledge and information, positive results are delivered and the civil
construction projects have been successful as well (Ecau.com.au, 2018). The company’s vision is
to deliver the best quality consultancy services to enhance the reputation of the organisation and
at the same time create inspiring architectures and even allowed the construction teams to
provide excellence in the civil engineering projects.
Background
The civil engineering clients of Engineering Consultants Australia own, develop and plan
different types of projects as an unit and manages coordination of work to deliver better results.
The best outcomes are obtained by managing renewal of urban development infrastructure,
development of land, buildings, public parks, open spaces, industrial lands and even
development of the water infrastructures. The company’s market share has improved to more
than 15 % in the recent year (Armstrong et al., 2015).

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Aim
The aim of Engineering Consultants Australia is to determine the ways project are
developing and even make the entire project teams satisfied by overcoming the challenges and
issues. By overcoming the construction projects’ issues, it would be easy to deliver the best
quality product that should be much better in terms of quality that the actual expectations. The
company’s aim also includes maintaining the values like sensitivity, promoting innovation,
manage pro-activity, provide help and support to other civil engineering companies and
furthermore maintain integrity all throughout (Stark, 2015).
Target market
The targeted market segments of the company are mainly the civil engineering and
construction companies that are responsible for managing the development of apartments,
residential buildings and other architectures. The civil engineers of the company has brought
talent, skills and experience all together to integrate the infrastructure, environment and work
together as an unit while working on the project that has been undertaken. The company has
served not only the building markets, but also the aerospace and defense, mining and minerals,
petrochemicals and gas, telecommunication, transportation, water and for the development of
waste water treatment plants too. Few of the competitors are Jacobs engineering services,
Northrob, etc (Tiago & Veríssimo, 2014).
Engineering Consultants in Australia has provided strategic advice on various technical
matters that are related to the projects of buildings and other infrastructures. Expert advices are
proposed by the workers of the company to make sure that the clients are satisfied and protect
the projects from any issues or challenges that may be faced in the future or during the project

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ongoing. The civil engineers have brought the best of talents and experiences for managing
successful integration of the infrastructures and even created a good working environment for
ensuring that the project undertaken is successful and noteworthy (Järvinen et al., 2012). Value is
obtained when the engineering project is successful through collection of proper amount of
accurate data and information. The organistaion’s priority is to fulfill the needs and requirements
if the customers and so the services are provided according to their needs and preferences. The
buying behaviors of the clients differ and their needs and preferences too, because of which, the
company must understand the goals and objectives prior to the designing and implementation for
maximizing the efficiency of the business functions and ensure that the budget is kept under
control. For providing value and benefits to the clients, Engineering Consultants in Australia has
enabled process of innovation and undertaken sustainable approaches to deliver the best quality
results by developing buildings that provides exceptional value (Papasolomou & Melanthiou,
2012).
Research methods
Various tools and resources are used to collect data and information and analyse those to
manage the project properly. Google tools are considered as effective tools for understanding the
consumer trends within the industry and find out ways to strengthen the marketing strategies
prior to the implementation. Google Trends are effective tools for searching the numbers of
times the keywords have been searched and make necessary plans to develop marketing
campaigns according to that. Social media search and analysis platforms have been used as well
to manage the user generated content into a single stream of information and obtain information
about people’s mindset about the company. Survey Monkey is another tool used to conduct
market surveys for the various market segments and obtain information from the respondents

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present in that area (Andrews & Shimp, 2017). The business Dynamic Statistics are considered
as vital resources because these have measured the dynamics of business on an annual basis
related to the creation and loss of jobs, number of infrastructures developed, expansion and even
economic data and information.
Engineering Consultants Australia delivers integrated results for the buildings by
developing innovative ideas and concepts achieved by a collaborative team. The clients present
associated with the residential buildings and apartments require engineering consultants and
architects who are creative and practical in their work. While undertaking a project where new
buildings and apartments are developed, Engineering Consultants, Australia has focused on the
success of clients and created value through professional services managed within a single
contract. This has benefited the clients and they were provided with great quality professional
engineering services to bring construction excellence and obtain leadership in technological
aspects for creating exceptional buildings and architectures that deliver best value (Vernuccio,
2014). To obtain necessary data and information about the targeted market segments,
Engineering Consultants has allowed the engineering consultant teams to manage the
organizational assets and visited the sites where the buildings will be developed. They also
understood the laboratory planning and procurement strategies along with strategies formulated
within the workplace for delivering the best quality engineering consultation services along with
unparalleled resources with ease. Due to this, an integrated program has been introduced from a
diverse talent tool, based on which, effective design has been formed for executing any kinds of
infrastructures that are to be built (Leeflang et al., 2014).
To provide the best customer value, the organisation has also focused on the innovation,
sustainability and provided high quality work. Because the company is associated with the

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electrical safety as well during the project managements, a particular part of the teams of clients
is formed to deliver necessary solutions and overcome the electrical safety issues. The
Engineering consultants company not only provides consulting services to the engineering
companies but has targeted specific market segments of the civil engineering and construction
(Fulford & Standing, 2014). By bringing the civil engineers altogether, their skills, knowledge
and expertise have been combined together to integrate the infrastructure, which is part of the
civil engineering project. The engineering consultation services are provided to not only the
companies that build infrastructures like residential buildings and apartments, but to the
aerospace and defense, telecommunications, water and wastewater management companies, etc.
This has created enough scopes and opportunities for the organisation to deliver the best quality
services and ensure that the projects undertaken are successful and satisfaction of clients is
achieved (Eriksson, 2013).
The value propositions in the future have been obtained by approaching designs of
corporate, commercial and retail buildings and at the same time, Engineering Consultants
focused on environmental sustainability. Not only Engineering Consultants support the designs
and architecture of the buildings developed, but also it has contributed to the sustainable design
of infrastructures all throughout the process of design. This has helped in learning new
approaches and identified the innovative tools and resources that can facilitate coordination and
create positive impact on the business decisions made (Shi et al., 2014). The integrated
approaches undertaken with the assessment of expert services have also engaged the interior
designers, architects, project managers, engineers and construction managers together for
creating advances in the development of apartments and residential buildings (Wu et al., 2012).

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Current value analysis
Engineering Consultants, Australia has created design solutions for aligning the market
strategies with the business goals and objectives. It has helped in achieving the best quality
projects that are flexible and effective enough in terms of the engineering consultation services.
The clients’ needs and preferences are easily understood, based on which, the designing of the
infrastructures is done to meet the expectations with effectiveness. The projects undertaken by
the company included a wide range of building types including residential buildings, high-rise
office buildings, urban infill and for the retail space projects too. The company has also designed
towers and provided innovative solutions to establish corporate headquarters as well as reused
the existing infrastructures by adapting to the clients’ demands and expectations in the market. In
the present era, the companies within the civil engineering or construction industry have
prioritized on the diversification and expansion of the industrial sector (Love & Sing, 2013). Due
to this, there is requirement for more space along with procurement of raw materials, availability
of labor and construction of proper business plans. This trend has been expected to create a
positive impact on the growth and development of the market. All these factors are considered by
Engineering Consultants to bring design and construction excellence and furthermore assist in
the development of construction plans through leadership in leadership, sustainable approaches
undertaken and innovation of processes (Corder et al., 2012).
The company boosts of an excellent workforce consisting of more than 50,000 employees
who have performed to their potential and allowed the company to generate revenue nearly up to
$12 billion. The clients have also made a lot of savings by taking help and support from the
engineering consultant, which ranged around $8 billion. Positive relationships with the clients
have been established through delivery of the best quality engineering and construction,

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technical and professional services to maintain consistency during the business operations and
processes’ maintenance (Chandler & Lusch, 2015). The values that the company has brought to
the clients for each and every projects are measured in respect of the industry and technical
disciplines, which has also been a major achievement of the company at present.
Competitors like Jacobs Engineering and Northrob have met the values by providing
proper planning and design for the architectures that are needed to be designed. The renovation
aspects and refurbishment of existing facilities are also considered for serving both the private
and public sector clients too. The specialized teams of consultation working at these two
companies have managed the organizational assets properly that are owned and even planned
proper designs for the construction components to save a lot of energy and power (Skålén et al.,
2015). The exceptional design of the construction services have improved the operational
effectiveness and delivered the best of the unparalleled resources for integration of diverse pool
of talents required to execute the project.
The value position of the construction and engineering consultation services has been
evaluated by enabling process technology solutions for fulfilling the demands in the different
markets present all over the world. To deliver the best value, Engineering Consultants has
implemented the process technology based engineering design, known as Chemetics, also
considered as effective consulting service. The engineering consultation company has managed
the feasibility study to understand whether the project related to the construction of buildings can
be successful and value for money or not (Holttinen, 2014). The hazards were understood, which
has facilitated the process of procurement of strategies, equipments and materials and at the same
time, maintained consistent supply of proprietary equipment packages. Few of the major
products offered by Engineering Consultants, Australia include base metal, chemicals, modern

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fabrication equipments, fabricating custom shell and tube heat exchangers. Comprimo sulfur
solutions, modular construction equipments and Test Slate software are other products targeted
for the markets that manage the development of residential buildings and apartments (McKenzie,
Neiger & Thackeray, 2016). With the utilization of Test SLATE software, the organization has
controlled and measured the efficiency of process management and tested the construction
design according to the environmental conditions too. It was done to check whether the
infrastructures that should be developed could be susceptible to these environmental conditions
or not (Mullins et al., 2012).
Engineering Consultants has worked closely with the project at 12 Parry Street,
Fremantle to develop a building at a heritage place. The systems were designed in such a
manner, so that the electrical systems and installation of various construction components could
align with the design of building and this maintained proper budget too. To meet the client’s
requirements, featured lighting was done by installing hidden light sources to provide vertical
lighting and create a visual delight (Killian & McManus, 2015).
Marketing promotion plan
The marketing and promotional plan is an essential component of the marketing mix
strategy. Promotions are done through various marketing activities for allowing the company to
enhance its brand name and image and attract more clients. This has helped the company to
generate more revenue in business by increasing the sales for the company. The management of
digital communication is one of the major aspects within the construction industry, because for
developing a proper design and extend the engineering consultations services, sharing and
exchange of data and information are essential (Royle & Laing, 2014). Digital communications

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would assist the workers of the organisation to exchange data and information among themselves
and develop innovative ideas and concepts for managing the construction of buildings and
infrastructures with ease and effectiveness. Information and data are exchanged at a better rate
and consistency is maintained as well for the quality of information and data that are transferred
to long distances. Media technologies are used as effective platforms for information sharing and
exchange by the company.
With the advancement in technology and communication, social media platforms have
created ease in managing digital communication and made the clients informed about the kinds
of products and services delivered by Engineering Consultants in the market (Järvinen &
Karjaluoto, 2015). The company has spent huge amount of money for enhancing the sales
revenue and even drive the business performance by involving internet as a major medium to
communicate digitally. The budget was allocated in such a manner that the costs do not exceed
the assumed budget , because of which, not only the company could face loss but also the social
media platforms for managing digital communication might be unsuccessful.

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Market spending measured in terms of percentage of revenue generated based on sales
revenue
<$25
million
$26-99
million
$100-499
million
$500-599
million
$1-9.9
billion
>$10
billion
Sep 2017 18.8 % 11 % 11.8 % 9.8 % 8.2 % 14.2 %
Jan 2018 11.2 % 8 % 9.6 % 4.4 % 6.4 % 8.0 %
March
2018
9.6 % 8.8 % 6.2 % 5.6 % 6.2 % 14.2 %
Spending on marketing according to the revenue generated by the internet sales of the
company
0 %
internet
sales
1-10 %
internet
sales
>10 %
internet
sales
Sep 2017 10 % 9.8 % 19.2 %
Jan 2018 7.3 % 6.8 % 14.1 %
March
2018
6.8 % 7.5 % 14.2 %
To promote the marketing plan, the company has made necessary investments and it can
be understood that the B2B marketing spending has risen while the B2C marketing spending has
decreased considerably in the last couple of years. To establish an appropriate promotional mix,
engineering Consultants has also allocated the resources as a promotional mix among the five
major components including the advertising activities, promotion of sales, direct marketing,

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public relations and personal selling. This has helped in promoting communication and delivered
clear messages that can compel the customers to make purchases consistently (Ecau.com.au,
2018).
Advertising was managed by using various forms of media communication including the
trade journals, ads in magazines and newspapers, web based visibility building and use of
billboards. The management of public relations has helped in creating a positive image among
the customers and it generated huge publicity for fostering good will and increased sales revenue
too. The personal selling allowed the organisation to communicate with the purchasers face to
face and clarify any issues, which might later hinder the purchasing made. By using these
marketing promotional elements, the brand is positioned properly, thereby created enough scopes
for maximizing the brand value and even enabled competitive differentiation (Love & Sing,
2013).
Conclusion
The report was developed to analyse the various aspects of marketing management and
digital communications considering the business organisation named Engineering consultants in
Australia. The company is known for its good quality engineering solutions provided through
strategic advices made by experts on technical matters, which were beneficial for managing the
development of large scale infrastructure related projects. The target market was mainly the
construction industry associated to the development of residential buildings and other
infrastructures like residential houses, bridges and sky-high buildings. The company provided
value through strategic advices that had been effective for designing the plan for infrastructure
development while the tools and resources used for analyzing the data and information required

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for the proper project implementation included Google Trends, Business Dynamic Statistics, etc.
The company had provided engineering services and advices on maintaining sustainability,
which promoted innovation and maintained electrical safety within the houses that were built.
The marketing promotional plan consisted of the marketing spending along with the major
components like sales promotion, direct marketing, personal selling, etc. that had enhanced the
visibility of the brand too.

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