Marketing communications in construction: digital trends for Russia

The new economic conditions of the digital economy and its development in the construction sector initiated the emergence of complex management tasks. Therefore, the establishing of system of integrated marketing communications is becoming one of the most important tasks corresponding to the specifics of the industry. Purpose. The aim of this study is to analyze the current situation in promotion in the construction industry, taking into account the variety of products and services, the structure and characteristics of target audiences and other factors. Methodology. The authors paid a particular attention to the study of the main tools that successfully solve both the current commercial and the long-term image problems of construction companies, as well as analyzed the communication requests of these companies in terms of the choice of digital channels and trust to them. The study contains the market research among the builders and developers in the segment of commercial and residential real estate conducted in period of Covid-19 pandemic (April-August 2020). Findings and practical implications. The authors have proposed a sectoral algorithm for the use of the promotional tools in the construction industry, based on the analysis of the advertisers\' estimates of their communication program and requiring subsequent adaptation to solving a specific problem. The study might be used by both industry experts and advertising agencies for the development of the most efficient campaigns.