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
Airports | Jul 22, 2015
MUST SEE: JFK airport taps Gensler to design terminal for animals
Pets can enjoy luxurious spa and grooming services before being transported directly to their flight from the terminal.
Office Buildings | Jul 21, 2015
Finally! There's a workplace trend that’s worth embracing
There’s a realization by corporate real estate executives that in order to create a successful workplace, there must be alignment between their people, their place, and the tools they have to do their jobs.
University Buildings | Jul 21, 2015
Maker spaces: Designing places to test, break, and rebuild
Gensler's Kenneth Fisher and Keller Roughton highlight recent maker space projects at MIT and the University of Nebraska that provide just the right mix of equipment, tools, spaces, and disciplines to spark innovation.
Architects | Jul 21, 2015
Architecture Billings Index at highest mark since 2007
This is the first month in 2015 that all regions are reporting positive business conditions, said AIA Chief Economist Kermit Baker.
BIM and Information Technology | Jul 20, 2015
New stylus brings digital sketching to the next level
Without buttons, users can change the weight of the stylus’ stroke.
Architects | Jul 20, 2015
New York design competition looks to shed the sidewalk shed
New York, which has nearly 200 total miles of sidewalk sheds, is seeking a concept that is practical but that also looks good.
Cultural Facilities | Jul 19, 2015
SET Architects wins design competition for Holocaust Memorial
The design for the memorial in Bologna, Italy, is dominated by two large metal monolithic structures that represent the oppressive wooden bunks in concentration camps in Germany during World War II.
Sports and Recreational Facilities | Jul 17, 2015
Japan scraps Zaha Hadid's Tokyo Olympic Stadium project
The rising price tag was one of the downfalls of the 70-meter-tall, 290,000-sm stadium. In 2014, the cost of the project was 163 billion yen, but that rose to 252 billion yen this year.
Cultural Facilities | Jul 16, 2015
Louisville group plans to build world's largest disco ball
The sphere would more than double the size of the current record holder.
Education Facilities | Jul 14, 2015
Chile selects architects for Subantarctic research center
Promoting ecological tourism is one of this facility’s goals