Construction Equipment Dealers Slow to Migrate to Digital Marketing, AED Study Finds

Construction equipment dealers are transitioning away from traditional marketing methods towards digital marketing, but at a slower rate than other industries, according to a new survey by the Associated Equipment Distributors along with Equipment Data Associates. The survey investigates equipment dealer marketing practices. The results are published in the AED/EDA Marketing Report: 2014 Benchmarks and Trends in the Construction Industry.

Topics addressed in the report include spending trends, satisfaction levels, budget allocations, dealer marketing challenges, social media usage, lead sources, co-op advertising, and use of outside agencies by construction equipment dealers.

“Dealers are questioning where they should spend their marketing budget,” said Ross Conroy, EDA director of digital marketing. “This report documents what they’ve tried and how they rate the effectiveness of those marketing tactics. This report contains lots of insights that can help dealers make better marketing budget decisions.”

Kim Phelan, AED’s director of programs and editor of Construction Equipment Distribution magazine, said results from the survey confirmed some accepted marketing truths but contained some surprises. “For example, we were pretty confident that dealers rely on a healthy mix of digital, print and event-type marketing,” Phelan said. “But we thought the marketing investment devoted to digital would be much greater by now. And trends like video, social media and content marketing are not being embraced as widely as we expected.”

In its April issue, CED published an article on the report and explained what dealers biggest marketing challenges are and what they plan to spend their marketing budget on.

To download the report, visit:

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