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
Architects | Dec 14, 2020
2021 AIA Gold Medal awarded to Edward Mazria
The Gold Medal honors an individual whose significant body of work has had a lasting influence on the theory and practice of architecture.
Healthcare Facilities | Dec 10, 2020
The Weekly show: The future of medical office buildings, and virtual internship programs
This week on The Weekly show, BD+C editors spoke with leaders from SMRT Architects and Engineers and Stantec about the future of medical office buildings, and virtual internship programs
Multifamily Housing | Dec 4, 2020
The Weekly show: Designing multifamily housing for COVID-19, and trends in historic preservation and adaptive reuse
This week on The Weekly show, BD+C editors spoke with leaders from Page & Turnbull and Grimm + Parker Architects about designing multifamily housing for COVID-19, and trends in historic preservation and adaptive reuse
Giants 400 | Dec 3, 2020
2020 Science & Technology Facilities Giants: Top architecture, engineering, and construction firms in the S+T sector
HDR, Jacobs, and Turner head BD+C's rankings of the nation's largest science and technology (S+T) facilities sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 Laboratory Facilities Sector Giants: Top architecture, engineering, and construction firms in the U.S. laboratory facilities sector
Affiliated Engineers, HDR, and Skanska top BD+C's rankings of the nation's largest laboratory facilities sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 Industrial Sector Giants: Top architecture, engineering, and construction firms in the U.S. industrial buildings sector
Clayco, Jacobs, and Ware Malcomb top BD+C's rankings of the nation's largest industrial buildings sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 Convention Center Sector Giants: Top architecture, engineering, and construction firms in the U.S. convention center sector
AECOM, Gensler, and Jacobs head BD+C's rankings of the nation's largest convention center sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 Reconstruction Sector Giants: Top architecture, engineering, and construction firms in the U.S. building reconstruction and renovation sector
Gensler, Jacobs, and STO Building Group head BD+C's rankings of the nation's largest reconstruction sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 K-12 School Sector Giants: Top architecture, engineering, and construction firms in the U.S. K-12 school facilities sector
AECOM, Gilbane, and PBK head BD+C's rankings of the nation's largest K-12 school facilities sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.
Giants 400 | Dec 3, 2020
2020 Sports Facilities Sector Giants: Top architecture, engineering, and construction firms in the U.S. sports facilities sector
Kimley-Horn, Mortenson, and Populous top BD+C's rankings of the nation's largest sports facilities sector architecture, engineering, and construction firms, as reported in the 2020 Giants 400 Report.