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
Cultural Facilities | Mar 30, 2015
Designs released for new entertainment center in Lubbock, Texas
Amenities of the facility include a performance venue that seats 2,220, a smaller one that seats 425, a 6,000-sf multipurpose room, and a bistro café.
Multifamily Housing | Mar 27, 2015
Bathroom fixtures get a starchitect makeover by Bjarke Ingels
This Danish starchitect elevates the toilet paper holder (and other bathroom accessories).
Architects | Mar 27, 2015
Illustrator Federico Babina explores architecture as animals
When you pay attention, the Eiffel Tower really does look like a giraffe.
Transit Facilities | Mar 25, 2015
Kengo Kuma selected to design new Paris Metro station
The new station will serve as a hub to connect Paris' northern suburbs with the core.
Green | Mar 25, 2015
WELL Building Standard introduced in China
The WELL Building Standard is a performance-based system for measuring, certifying and monitoring features that impact human health and wellbeing, through air, water, nourishment, light, fitness, comfort, and mind.
High-rise Construction | Mar 24, 2015
Timber high-rise residential complex will tower over Stockholm waterfront
The four towers, 20 stories each, will be made entirely out of Swedish pine, from frame to façade.
Higher Education | Mar 23, 2015
Hong Kong university building will feature bioclimatic façade
The project's twin-tower design opens the campus up to the neighboring public green space, while maximizing the use of summer winds for natural ventilation.
Religious Facilities | Mar 23, 2015
Is nothing sacred? Seattle church to become a restaurant and ballroom
A Seattle-based real estate developer plans to convert a historic downtown building, which for more than a century has served as a church sanctuary, into a restaurant with ballroom space.
Government Buildings | Mar 23, 2015
SOM leads planning for Egypt’s new $45 billion capital city
To alleviate overcrowding and congestion in Cairo, the Egyptian government is building a new capital from scratch.
BIM and Information Technology | Mar 23, 2015
Skanska hosts three-week 'hackathon' to find architect for Seattle tower development
Searching for a nimble, collaborative design firm for its 2&U tower project in Seattle, the construction giant ditches the traditional RFQ/RFP process for a hackathon-inspired competition.