As we enter 2011, we’re seeing a distinct sign of a market recovery. It’s not a large spike in one of the traditional measurements such as consistent GDP growth, dramatically shrinking unemployment or improvement in construction starts. But it is still an important harbinger of growth.
Industry marketers are telling ENR’s business team that they are preparing to emerge into a different market, under new terms of engagement and in a dramatically changed competitive landscape. AEC firms, product manufacturers and technology, equipment and service providers are now actively speaking to us about construction’s inevitable economic recovery. They’re talking about their need today to target the entire construction team—owners, contractors, engineers and designers. And, they’re talking about being ahead of the curve, gaining share-of-market, differentiating through thought leadership, introducing new products and value propositions, tapping adjacent construction markets and perfecting their branding, integrated media and lead-generation best practices. Leading industry players are sharpening their marketing tool kit and making decisions and investments today to compete to win in the new paradigm that accompanies the market rebound.