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
Luxury Residential | Feb 1, 2024
Luxury 16-story condominium building opens in Chicago
The Chicago office of architecture firm Lamar Johnson Collaborative (LJC) yesterday announced the completion of Embry, a 58-unit luxury condominium building at 21 N. May St. in Chicago’s West Loop.
Industry Research | Jan 31, 2024
ASID identifies 11 design trends coming in 2024
The Trends Outlook Report by the American Society of Interior Designers (ASID) is the first of a three-part outlook series on interior design. This design trends report demonstrates the importance of connection and authenticity.
Museums | Jan 30, 2024
Meier Partners' South Korean museum seeks to create a harmonious relationship between art and nature
For the design of the newly completed Sorol Art Museum in Gangneung, South Korea, Meier Partners drew from Korean Confucianism to achieve a simplicity of form, material, and composition and a harmonious relationship with nature. The museum is scheduled to open on February 14. It is the firm’s first completed project since restructuring as Meier Partners.
Luxury Residential | Jan 30, 2024
Lumen Fox Valley mall-to-apartments conversion completes interiors
Architecture and interior design firm Morgante Wilson Architects (MWA) today released photos of its completed interiors work at Lumen Fox Valley, a 304-unit luxury rental community and mall-to-apartments conversion.
Airports | Jan 30, 2024
Rafael Viñoly Architects’ design for the new Florence, Italy, airport terminal will feature a rooftop vineyard
At Florence, Italy’s Aeroporto Amerigo Vespucci, the new international airport terminal will feature a fully operating vineyard on the facility’s rooftop. Designed by Rafael Viñoly Architects, the terminal is expected to see over 5.9 million passengers annually. Renderings for the project have recently been released.
Giants 400 | Jan 29, 2024
Top 160 Workplace Interior Architecture Firms for 2023
Gensler, Interior Architects, HOK, SmithGroup, and Perkins&Will top BD+C's ranking of the nation's largest workplace interior and interior fitout architecture and architecture engineering (AE) firms for 2023, as reported in the 2023 Giants 400 Report.
Mixed-Use | Jan 29, 2024
12 U.S. markets where entertainment districts are under consideration or construction
The Pomp, a 223-acre district located 10 miles north of Fort Lauderdale, Fla., and The Armory, a 225,000-sf dining and entertainment venue on six acres in St Louis, are among the top entertainment districts in the works across the U.S.
Laboratories | Jan 25, 2024
Tactical issues for renovating university research buildings
Matthew Plecity, AIA, ASLA, Principal, GBBN, highlights the connection between the built environment and laboratory research, and weighs the benefits of renovation vs. new construction.
K-12 Schools | Jan 25, 2024
Video: Research-based design for K-12 schools
Two experts from national architecture firm PBK discuss how behavioral research is benefiting the design of K-12 schools in Texas, Florida, and other states. Dan Boggio, AIA, LEED AP, NCARB, Founder & Executive Chair, PBK, and Melissa Turnbaugh, AIA, NCARB, Partner & National Education & Innovation Leader, PBK, speak with Robert Cassidy, Executive Editor, Building Design+Construction.
Women in Design+Construction | Jan 25, 2024
40 Under 40 Class of 2023 winner Kimberly Dowdell inaugurated as AIA 2024 President
The American Institute of Architects (AIA) has announced the inauguration of Kimberly Dowdell, AIA, NOMAC, NCARB, LEED AP BD+C, Principal and Director of Strategic Relationships at HOK and BD+C 40 Under 40 superstar, as its 100th president.