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 18, 2013
Top State Government Sector Construction Firms [2013 Giants 300 Report]
PCL, Clark Group, Turner top Building Design+Construction's 2013 ranking of the largest state government sector contractor and construction management firms in the U.S.
| Jul 18, 2013
Top State Government Sector Engineering Firms [2013 Giants 300 Report]
Jacobs, AECOM, URS top Building Design+Construction's 2013 ranking of the largest state government sector engineering and engineering/architecture firms in the U.S.
| Jul 18, 2013
Top State Government Sector Architecture Firms [2013 Giants 300 Report]
Stantec, Perkins+Will, HNTB top Building Design+Construction's 2013 ranking of the largest state government sector architecture and architecture/engineering firms in the U.S.
| Jul 18, 2013
Top Federal Government Sector Construction Firms [2013 Giants 300 Report]
Clark Group, PCL, Hensel Phelps top Building Design+Construction's 2013 ranking of the largest federal government sector contractor and construction management firms in the U.S.
| Jul 18, 2013
Top Federal Government Sector Engineering Firms [2013 Giants 300 Report]
Fluor, URS, AECOM top Building Design+Construction's 2013 ranking of the largest federal government sector engineering and engineering/architecture firms in the U.S.
| Jul 18, 2013
Top Federal Government Sector Architecture Firms [2013 Giants 300 Report]
HOK, SmithGroupJJR, PageSoutherlandPage top Building Design+Construction's 2013 ranking of the largest federal government sector architecture and architecture/engineering firms in the U.S.
| Jul 18, 2013
Top Government Sector Construction Firms [2013 Giants 300 Report]
Clark Group, Turner, PCL head Building Design+Construction's 2013 ranking of the largest government sector contractors and construction management firms in the U.S.
| Jul 18, 2013
Top Government Sector Engineering Firms [2013 Giants 300 Report]
Fluor, URS, AECOM top Building Design+Construction's 2013 ranking of the largest government sector engineering and engineering/architecture firms in the U.S.
| Jul 18, 2013
Top Government Sector Architecture Firms [2013 Giants 300 Report]
Stantec, HOK, HDR top Building Design+Construction's 2013 ranking of the largest government sector architecture and architecture/engineering firms in the U.S.
| Jul 18, 2013
Do third-corridor designs actually work for healthcare environments?
A recent study of a nursing unit assessed whether the space's third corridor does what it was intended to do: reduce noise and distraction to patients and nursing staff.