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
| Jan 23, 2014
3 fatal flaws your architecture firm has right now
After visiting over 200 architecture firms, I was aghast that so many of them were committing these costly sins of mismanagement and miscommunication, without even realizing it. If I can stop even one more firm from shooting its own foot, then this is worth it.
| Jan 22, 2014
SOM-designed University Center uses 'sky quads,' stacked staircases to promote chance encounters
The New School's vertical campus in Manhattan houses multiple functions, including labs, design studios, a library, and student residences, in a 16-story building.
| Jan 22, 2014
Architecture Billings Index sees first back-to-back decline since mid-2012
The AIA's Architecture Billings Index dipped for the second consecutive month in December—the first consecutive months of contraction since May and June of 2012.
| Jan 21, 2014
Comcast to build second Philadelphia skyscraper, with Norman Foster-designed tower [slideshow]
The British architect last week unveiled his scheme for the $1.2 billion, 59-story Comcast Innovation and Technology Center, planned adjacent to the Comcast Center.
| Jan 21, 2014
2013: The year of the super-tall skyscraper
Last year was the second-busiest ever in terms of 200-meter-plus building completions, with 73 towers, according to a report by the Council on Tall Buildings and Urban Habitat.
| Jan 20, 2014
BUILDINGChicago/Greening the Heartland Conference 'call for 2014 educational proposals' is now open
The conference and exposition will take place September 29-October 1, 2014, at North America’s largest LEED Gold-certified hotel, the Holiday Inn Chicago Mart Plaza. Deadline for proposals is February 28, 2014.
| Jan 17, 2014
Crystal Bridges Museum will move Frank Lloyd Wright house from New Jersey to Arkansas
Numerous architectural experts have concluded that moving the Bachman Wilson House offers its best hope for long-term survival.
| Jan 17, 2014
Australian project transforms shipping containers into serene workplace
Australian firm Royal Wolf has put its money where its mouth is by creating an office facility out of shipping containers at its depot and fabrication center in Sunshine, Victoria.
| Jan 17, 2014
The Starchitect of Oz: New Gehry building in Sydney celebrates topping out
The Dr. Chau Chak Wing Building at the University of Technology, Sydney, will mark Frank Gehry's debut project in the Australian metro.
| Jan 16, 2014
Construction spending for 2013 finishing 5% higher than 2012: Gilbane Construction Economics report
??Construction growth is looking up, according to the December 2013 release of the periodic report Construction Economics, authored by Gilbane Building Company. Construction spending for 2013 will finish the year up 5%.