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
| May 21, 2014
Evidence-based design practices for the palliative care environment
Palliative care strives to make patients comfortable as they are receiving treatment for a severe illness. As hospitals seek to avoid Affordable Care Act penalties for poor patient satisfaction, many expect this field to grow quickly.
| May 21, 2014
Gehry unveils plan for renovation, expansion of Philadelphia Museum of Art [slideshow]
Gehry's final design reorganizes and expands the building, adding more than 169,000 sf of space, much of it below the iconic structure.
| May 21, 2014
Check out Pandora's posh NYC offices [slideshow]
The new East Coast office for the Internet radio provider is housed on two interconnected floors of the classic 125 Park Avenue building, and features multiple spaces for music performances, large gatherings, and “all hands” meetings.
| May 21, 2014
Architecture Billings Index in the negative for second consecutive month
The March ABI score was 49.6, up slightly from a mark of 48.8 in March, but still below the growth threshold of 50.
| May 20, 2014
Kinetic Architecture: New book explores innovations in active façades
The book, co-authored by Arup's Russell Fortmeyer, illustrates the various ways architects, consultants, and engineers approach energy and comfort by manipulating air, water, and light through the layers of passive and active building envelope systems.
| May 20, 2014
Gensler envisions 'law firm of the future' with pop-up office project
Called "The Legal Office of the Future," the pop-up demonstration project made its debut this week at the annual conference for the Association of Legal Administrators in Toronto.
| May 20, 2014
Using fire-rated glass in exterior applications
Fire-rated glazing and framing assemblies are just as beneficial on building exteriors as they are on the inside. But knowing how to select the correct fire-rated glass for exterior applications can be confusing. SPONSORED CONTENT
| May 20, 2014
World's best new skyscrapers: Renzo Piano's The Shard, China's 'doughnut hotel' voted to Emporis list
Eight other high-rise projects were named Emporis Skyscraper Award winners, including DC Tower 1 by Dominique Perrault Architecture and Tour Carpe Diem by Robert A.M. Stern.
| May 19, 2014
What can architects learn from nature’s 3.8 billion years of experience?
In a new report, HOK and Biomimicry 3.8 partnered to study how lessons from the temperate broadleaf forest biome, which houses many of the world’s largest population centers, can inform the design of the built environment.
| May 19, 2014
Why e-commerce won't kill 'bricks and mortar' retail sector
Despite emerging structural challenges and newly-announced store closings, such as those of Radio Shack and Office Depot, the U.S. retail sector has continued on its solid recovery.