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
| Aug 28, 2014
Arthur Platt and Julie Engh to lead AIANY architectural boat tour at BD+C Under40 Leadership Summit
The tour, which will circumnavigate Manhattan, will provide U40 Summit attendees with information about the history and architectural details of numerous buildings visible from the 1920s-era yacht.
| Aug 28, 2014
USGBC, American Chemistry Council join forces to advance LEED
The groups will apply technical and science-based approaches to the LEED green building program.
| Aug 27, 2014
Turkish government orders demolition of residential towers in Istanbul
Citing negative effects to a world heritage site, the Turkish central government has ruled that the recently completed OnaltiDokuz Residence towers must be demolished.
| Aug 27, 2014
Ranked: Top sports facility sector AEC firms [2014 Giants 300 Report]
Populous, AECOM, and Turner head BD+C's rankings of the nation's largest sports facility design and construction firms, as reported in the 2014 Giants 300 Report.
| Aug 27, 2014
Frank Lloyd Wright’s Taliesin school of architecture faces accreditation loss
The Frank Lloyd School of Architecture may be stripped of its ability to confer Master of Architects students based on a revised by-law of the Higher Learning Commission.
| Aug 27, 2014
Survey of NCAA athletic directors reveals strong demand for new facilities, fan amenities
More than 80% of college athletic directors plan to make significant investments in facilities over the next five years to target potential recruits and spectators, according to a new survey by AECOM and Ohio University.
| Aug 27, 2014
Study looks at lessons from involving children in K-12 school design
A study examining what architects can learn from children, especially during the design process, is being carried out through the University of Sheffield's school of architecture.
| Aug 27, 2014
Designs for community-based workspace in Carlsbad unveiled
Cruzan announced make, a 175,000-square-foot office redevelopment project on the coast of Carlsbad, Calif. Cruzan will usher this next generation of community-based, integrated workspace into existence in fall 2014.
| Aug 26, 2014
6 lessons from a true IPD project: George Washington University Hospital
In its latest blog post, Skanska shares tips and takeaways from the firm's second true integrated project delivery project.
| Aug 26, 2014
Ranked: Top industrial sector AEC firms [2014 Giants 300 Report]
Stantec, Jacobs, and Turner top BD+C's rankings of the nation's largest industrial sector design and construction firms, as reported in the 2014 Giants 300 Report.
