In a recent feature story, B to B magazine reported on the impact of the $787 billion American Recovery and Reinvestment Act of 2009 on B2B, including the construction, health care, energy and telecommunications industries.
One of the key industries is construction. The current business environment has changed the approach for marketers.
“One of the biggest changes is shifting from brand awareness to much more focused marketing targeted at the public sector,” Rick Stepien of Contech Construction Products told B to B.
“We are shifting from print media to more electronic tools and taking more of a rifle-shot approach to target places where dollars are being spent.”
In general, marketers and experts from other industries were optimistic about the coming federal dollars. But things won’t happen overnight. The challenge for some, if not many, will be hanging tough until the dollars start flowing and have an marketplace impact, which is not expected until late 2009 or early 2010.
Neil Sagebiel 