The intersection of strategy, marketing, and technology, commonly known as MarTech, is penetrating the architectural, engineering, and construction (AEC) industries.
As of April 2019, there were more than 7,000 MarTech tools on the market (7,040 to be exact), up from just 1,000 five years ago, according to ChiefMartec. This flood of tools and apps for marketing and business development professionals is impacting firms in multiple ways, from difficulty in selecting the right technologies, to challenges in keeping up with changes, to issues with using the tools effectively.
AEC firms of all sizes are investing in MarTech with goals to improve their marketing strategy and drive more sales, but recent research from The Society for Marketing Professional Services (SMPS) Foundation shows AEC firms aren’t yet applying these solutions to their fullest potential.
The new six-page report, "Powering Up Technology: A Spotlight on Martech," looks at how MarTech tools help AEC brands, allow for deeper understanding and engagement, and support communication with clients and their target audiences.
On the flip side, the data shows how AEC firms aren’t yet applying these solutions—such as social platforms, client relationship management (CRM), and content management systems (CMS)—to their fullest potential. The findings and analysis are based on a survey of 500 SMPS members conducted by the SMPS Foundation in conjunction with the Southern Illinois University Edwardsville.
This chart was created by chiefmartec.com to track the marketing technology landscape. Click on the chart to see the full infographic. Source: Marketing Technology Media, LLC. Produced by Scott Brinker (@chiefmartec) and Blue Green Brands (@bluegreenbrands).
Eighty percent of respondents believe the current MarTech strategy at their firm is average or unsuccessful, expressing the belief that there is significant room for growth in this area.
“AEC companies are beginning to harness these powerful systems and advanced platforms to execute and analyze modern marketing campaigns,” said Michael Geary, CAE, Chief Executive Officer, Society for Marketing Professional Services (SMPS) and the SMPS Foundation. “While marketers recognize the importance of this technology, their organizations struggle with how to implement these technologies and associated MarTech initiatives.”
SMPS will use the findings of this report to craft learning opportunities for the AEC industries, and the SMPS Foundation will conduct a follow-up survey in 2020 to measure progress.
The report addresses a variety of topics, including:
• Awareness of MarTech tools
• Barriers to MarTech usage
• Drivers behind MarTech adoption
• Delivery of MarTech metrics and reporting
• Integration of MarTech-specific marketing roles and consultants
The report first appeared in the August 2019 issue of Marketer, the journal published by SMPS.
SMPS members receive a free download of the report from the SMPS website.
Non-members may download and purchase the report from the SMPS website for $24.95.
Related Stories
AEC Business Innovation | Jul 11, 2021
Staffing, office changes at SCB, SmithGroup, RKTB, Ryan Cos., Jacobsen, Boldt, and Adolfson & Peterson
AEC firms take strategic action as construction picks up steam with Covid openings.
K-12 Schools | Jul 9, 2021
LPA Architects' STEM high school post-occupancy evaluation
LPA Architects conducted a post-occupancy evaluation, or POE, of the eSTEM Academy, a new high school specializing in health/medical and design/engineering Career Technical Education, in Eastvale, Calif. The POE helped LPA, the Riverside County Office of Education, and the Corona-Norco Unified School District gain a better understanding of which design innovations—such as movable walls, flex furniture, collaborative spaces, indoor-outdoor activity areas, and a student union—enhanced the education program, and how well students and teachers used these innovations.
Multifamily Housing | Jul 7, 2021
Make sure to get your multifamily amenities mix right
One of the hardest decisions multifamily developers and their design teams have to make is what mix of amenities they’re going to put into each project. A lot of squiggly factors go into that decision: the type of community, the geographic market, local recreation preferences, climate/weather conditions, physical parameters, and of course the budget. The permutations are mind-boggling.
Industrial Facilities | Jul 2, 2021
A new approach to cold storage buildings
Cameron Trefry and Kate Lyle of Ware Malcomb talk about their firm's cold storage building prototype that is serving a market that is rapidly expanding across the supply chain.
Multifamily Housing | Jun 30, 2021
A post-pandemic ‘new normal’ for apartment buildings
Grimm + Parker’s vision foresees buildings with rentable offices and refrigerated package storage.
Architects | Jun 30, 2021
Perkins Eastman joins forces with MEIS
MEIS’ work on stadiums and entertainment centers spans the globe with state-of-the-art designs in the U.S., Europe, Asia, and the Middle East.
Architects | Jun 25, 2021
AIA announces Small Project Award recipients
Now in its 18th year, the AIA Small Project Awards program recognizes small-project practitioners for the high quality of their work.
Architects | Jun 24, 2021
Post-pandemic, architects need to advocate harder for project sustainability
An AIA-Oldcastle report looks closer at the coronavirus’s impact on design and construction
Resiliency | Jun 24, 2021
Oceanographer John Englander talks resiliency and buildings [new on HorizonTV]
New on HorizonTV, oceanographer John Englander discusses his latest book, which warns that, regardless of resilience efforts, sea levels will rise by meters in the coming decades. Adaptation, he says, is the key to future building design and construction.
Multifamily Housing | Jun 23, 2021
COVID-19’s impact on multifamily amenities
Multifamily project teams had to scramble to accommodate the overwhelming demand for work-from-home spaces for adults and study spaces for children.