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
| Jul 1, 2014
China's wild circular skyscraper opens in Guangzhou [slideshow]
The 33-story Guanghzou Circle takes the shape of a giant ribbon spool, with the floor space housed in a series of boxes suspended between two massive "wheels."
| Jul 1, 2014
Hyper-speed rendering: How Gensler turns BIM models into beauty shots in seconds
In search of a fast rendering solution, Gensler looked to the gaming and moviemaking industries for the next breakthrough tool: Octane Render.
| Jul 1, 2014
Sochi's 'kinetic façade' may steal the show at the Winter Olympics
The temporary pavilion for Russian telecom operator MegaFon will be wrapped with a massive digital "pin screen" that will morph into the shape of any face.
| Jul 1, 2014
7 ways to cut waste in BIM implementation
Process mapping, split models, and streamlined coordination meetings are among the timesaving techniques AEC firms are employing to improve BIM/VDC workflows.
| Jul 1, 2014
Winning design by 3XN converts modernist bathhouse to university library
Danish firm 3XN's design wins competition for a new educational facility for Mälardalen University in Sweden, which will house a library, communal spaces, and offices for 4,500 students and staff.
| Jul 1, 2014
Zaha Hadid's flowing Heydar Aliyev Center named Design of the Year for 2014
The Design Museum's Design of the Year award has been awarded to Zaha Hadid's Heydar Aliyev Center. Hadid is not only the first woman to win the top prize, but the center is the first architectural project to win the overall competition.
| Jun 30, 2014
Autodesk acquires design studio The Living, will create Autodesk Studio
The Living, David Benjamin's design studio, has been acquired by Autodesk. Combined, the two will create the Autodesk Studio, which will "create new types of buildings, public installations, prototypes and architectural environments."
| Jun 30, 2014
San Antonio green lights multimodal transit center
The new 90,000-sf development will principally service San Antonio’s growing network of city bus and VIA PRIMO bus rapid transit service, including real-time arrival updates, as well as become an iconic public plaza for the city.
| Jun 30, 2014
Philip Johnson’s iconic World's Fair 'Tent of Tomorrow' to receive much needed restoration funding
A neglected Queens landmark that once reflected the "excitement and hopefulness" at the beginning of the Space Age may soon be restored.
| Jun 30, 2014
Research finds continued growth of design-build throughout United States
New research findings indicate that for the first time more than half of projects above $10 million are being completed through design-build project delivery.
