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
Sponsored | Building Team | Jul 11, 2016
Construction Disruption at AECX: Technology, hackathons and the promise of change in LA
The lead up to AECX featured a discussion providing insight into the current state of the AEC technological revolution by exploring opportunities, challenges and choices AEC pros face.
Green | Jul 1, 2016
Perkins Eastman pledges to use EDGE green building system for five upcoming international projects
The firm will partner with the International Finance Corporation to promote sustainable building in emerging markets like India and China.
Healthcare Facilities | Jul 1, 2016
AIA releases summary of the 2016 Design and Health Research Consortium
Consortium members discussed how architects, designers, and health professionals can best apply design and health research in their communities.
Architects | Jun 30, 2016
The year's best small projects include a floating sauna, dental trailer, and smocked porch
AIA chose the 2016 recipients of the Small Project Awards. Every entry cost less than $1.5 million to build, with one as low as $900.
Architects | Jun 29, 2016
AIA: Healthy demand for all building types signaled in Architecture Billings Index
Recent client interest could signal resurgence for institutional market. May's ABI score was the highest mark in nearly a year.
Architects | Jun 28, 2016
5 easy ways architects can increase their profits
Whitehorn Financial Managing Principal Steve Whitehorn offers effective ways to recoup lost revenue, including a few strategies that capitalize on recent changes to the federal tax code.
AEC Tech | Jun 27, 2016
If ‘only the paranoid survive,’ what does it take to thrive?
“Sooner or later, something fundamental in your business world will change.” The late Andrew Grove (1936-2016), Co-founder of tech giant Intel Corp., lived by these words.
Architects | Jun 15, 2016
Design Thinking makes its way into Yale School of Management
The school will introduce Design Observer co-founders Jessica Helfand and Michael Bierut as faculty.
Retail Centers | Jun 14, 2016
Zaha Hadid and Gensler among finalists for Sunset Strip billboard design competition
The concepts are curvy, sleek, and multidimensional, and feature sharp digital displays.
Movers+Shapers | Jun 14, 2016
VERTICAL INTEGRATOR: How Brooklyn’s Alloy LLC evolved from an architecture firm into a full-fledged development company
Led by an ambitious President and a CEO with deep pockets, Alloy LLC's six entities control the entire development process: real estate development, design, construction, brokerage, property management, and community development.