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Optimism to drive marketing spend in construction

Optimism for the remainder of 2013 is now a widespread sentiment among construction professionals, with significantly higher numbers forecasting sales and spending growth for their businesses.

Construction marketing professionals are markedly more optimistic as we move into the latter part of 2013, but aggressive tender prices remain a barrier to winning work and employment and retention are an increasingly core part of the strategic agenda.

The outlook for construction is continuing to improve, with the proportion of construction professionals predicting growth in marketing spending at its highest since 2008, according to the latest research from construction consultancy Leading Edge.

The State of the Industry Barometer for Q2 2013, conducted by Leading Edge in association with the Chartered Institute of Marketing Construction Interest Group and Construction News, revealed that almost half those surveyed were looking to boost their marketing spend for the rest of the year – the most positive set of findings since the quarterly survey began five years ago.

“There is still a concern about doing more with less, but there is set to be more investment in marketing, with businesses becoming more savvy about how they are spending it,” says Leading Edge senior manager Nick Hollaway.

“The survey shows the best marketing spending outlook in five years. There has been a surge in demand, but there were a number of respondents highlighting growth compared with Q1 – the weather was better in Q2 and respondents are generally more optimistic.”

Marketing spending prediction Q2 2013

Source: Leading Edge

Click here to read the full story and find out more about the sales outlook, plus which sector is leading the surge in demand.

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