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 | Jan 12, 2016
Dear Architecture: It's time to create a level field for female designers
If architecture took one moment to be introspective, it would discover appalling imbalances between the opportunities for women and men, as Perkins+Will's Vershaé Hite and Brittany Eaker-Kirkland wrote in an open letter.
Great Solutions | Jan 6, 2016
Shepley Bulfinch develops elegant design solution to address behavioral issues in emergency departments
ED scheme allows staff to isolate unruly patients and visitors in a secure area.
Market Data | Jan 5, 2016
Majority of AEC firms saw growth in 2015, remain optimistic for 2016: BD+C survey
By all indications, 2015 was another solid year for U.S. architecture, engineering, and construction firms.
Architects | Jan 5, 2016
Potential vs. credential: How men and women differ in career progress
Recent research suggests that women face yet another career impediment: the confidence gap.
Architects | Dec 17, 2015
Capturing utilization and activity data in the workplace
While utilization is an important metric to inform how frequently a space is used, it’s important to consider activity data.
Architects | Dec 17, 2015
Four winners named in NYC sidewalk shed competition
Firms in the Construction Shed Design Competition made designs that are simple to build and use readily-available materials.
Architects | Dec 16, 2015
Lohan Anderson to close, join Wight & Co.
Dirk Lohan, Floyd Anderson and eight others will be hired by the Illinois-based Wight & Co. next month.
Architects | Dec 16, 2015
Architects create commission for diversity advancement
The 20-member group will assess recent data, set a plan of action, and report on results to the AIA Board of Directors.
Architects | Dec 15, 2015
ULI names Lord Richard Rogers the 2015 J.C. Nichols Prize winner
Rogers, Founder of Rogers Stirk Harbour + Partners, works on projects that “shine a spotlight on the challenges that people in urban areas are facing."
Market Data | Dec 15, 2015
AIA: Architecture Billings Index hits another bump
Business conditions show continued strength in South and West regions.
