Marketing architectural services : the role of the internet in marketing architectural services in the Western Cape

Abstract

The research study provides an overview of the deployment of marketing by architectural practices in the Western Cape. It furthermore illustrates how the Internet is being utilised and establishes the motivations behind Web presence or its lack thereof. In recent years, an increasingly competitive landscape in the service industry, transformation in consumer buying behaviour, as well as deregulations in the professional service environment, such as the relaxation of advertising bans, make marketing an increasingly important competitive tool for architectural service providers in South Africa. However, due to the notable status and previous restrictions associated with the profession, many architectural practices are still reluctant to engage in marketing activities to promote their firms, remaining largely reactive and preserving a myopic view of marketing. In particular the use of the Internet is deemed to be a less required facet in the application of the marketing mix in this industry, which can mainly be attributed to the service provider’s lack of time and skill in this area of expertise. However, the literature suggests that the Internet can increase the opportunity for differentiation within the professional service environment, and from the marketer’s perspective, there is a considerable potential in the future profitability of marketing and Internet developments for this industry sector. Moreover, the trend that more consumers are adopting the Internet as a primary source for information emphasises the importance for architectural practices to adopt a holistic marketing approach that includes the Internet. The study revealed that there is generally a positive sentiment towards marketing, and the adoption of a Website in particular. Overall, however, most respondents seem to lack the understanding that a Website’s relative contribution to the service product and marketing success is determined by its role in the overall strategic direction of their business. A more focused marketing approach could result in a greater competitive advantage in an industry that is characterised by very low levels of differentiation. Due to the fact that professional service providers still tend to be reluctant to engage in marketing activities, it is recommended that marketing and Internet professionals start developing industry related offerings, taking into account above mentioned considerations, to proactively approach architectural practices. Furthermore, industry specific education on the benefits of marketing and the Internet to the architectural service industry, facilitated by governing bodies, marketing and IT professionals, could assist in shifting negative perceptions and bringing the marketing and architectural industry closer together, thereby encouraging mutually beneficial business relationships