Exposure Behavior and Content Analysis in Digital Marketing Communications for Construction Businesses: Case study of PNP System Engineering Co., Ltd.

Abstract

        This research aims (1) to study the exposure behavior of digital marketing communications on construction companies' Facebook pages and (2) to analyze the content of digital marketing communications that reach and correspond to the interests of the target group. This research includes (1) Qualitative Research by interviewing and analyzing data from interviews with consumers aged 25 – 35 years in Bangkok and its vicinity who are interested in or looking for construction, home repair, home improvement, or home inspection services and (2) Practice-based research to test contents through consumer opinion. The total duration of the research was 10 months. The results showed that consumers were more receptive to content that presented basic information, work history and consistency of information posting in an easy-to-understand format. In addition, in term of media formats the consumers exposed to media include (1) before – after pictures (2) video (3) experiential storytelling (4) presentation of construction knowledge (5) presentation of novel information (6 ) creativity and (7) direct service advertising. After interviewing and analyzing opinions, it was found that, respectively, the target audience preferred to see the posts using before-after pictures, videos, experiential storytelling, and direct service advertising The presentation of knowledge, both construction information, interesting information and creative ideas should be more studied and improved to be in line with the interests of consumers.