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
| Jul 29, 2016
AIRPORT FACILITIES GIANTS: Airports binge on construction during busy year for travel
Terminal construction will grow by nearly $1 billion this year, and it will keep increasing. Airports are expanding and modernizing their facilities to keep passengers moving.
| Jul 29, 2016
Top 35 Airport Terminal Architecture and A/E Firms
Corgan, HOK, and Gensler top Building Design+Construction’s annual ranking of the nation’s largest airport terminal architecture and A/E firms, as reported in the 2016 Giants 300 Report.
Architects | Jul 28, 2016
Connecting the dots: Architecture and design in a changing world
What do Tesla, Airbnb and Amazon have in common? They’re all shifting the paradigm for quality of life and the built environment, as CallisonRTKL senior associate VP Jayson Lee explains.
| Jul 26, 2016
ENGINEERING GIANTS: Firms continue to push innovation
Trends include 3D printing, modular hospitals, and fluid dampers.
| Jul 26, 2016
Top 80 Architecture/Engineering firms
Stantec, HOK, and Callison RTKL once again top Building Design+Construction's 2016 ranking of the largest architecture/engineering firms in the United States.
| Jul 25, 2016
Top 35 Engineering/Architecture Firms
AECOM, Jacobs, and Thornton Tomasetti head Building Design+Construction's 2016 ranking of the largest engineering/architecture firms in the United States.
| Jul 25, 2016
Top 100 Architecture Firms
Gensler surpasses $1.1 billion in revenue, topping Building Design+Construction’s annual ranking of the nation’s largest architecture firms, as reported in the 2016 Giants 300 Report.
Healthcare Facilities | Jul 25, 2016
AIA selects seven winners of healthcare building design award
The National Healthcare Design Awards recognizes functional hospital projects that solve aesthetic, civic, urban, and social concerns. Recipients were selected in three categories this year.
Industrial Facilities | Jul 25, 2016
Snøhetta, Bjarke Ingels among four finalists for S.Pellegrino bottling plant design
A committee will evaluate proposals in September.
Architects | Jul 22, 2016
5 creative approaches to finish standards
With the right mindset, standards can produce great design for healthcare facilities, as VOA's Candace Small explores.