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 2, 2013
A snapshot of the world's amazing construction feats (in one flashy infographic)
From the Great Pyramids of Giza to the U.S. Interstate Highway System, this infographic outlines interesting facts about some of the world's most notable construction projects.
| May 2, 2013
Holl-designed Campbell Sports Center completed at Columbia
Steven Holl Architects celebrates the completion of the Campbell Sports Center, Columbia University’s new training and teaching facility.
| May 2, 2013
BIM group proposes uniform standards for how complete plans need to be
A nationwide group of Building Information Modeling users, known as the BIMForum, is seeking industry input on a proposed set of standards establishing how complete Building Information Models (BIMs) need to be for different stages of the design and construction process.
| May 2, 2013
New web community aims to revitalize abandoned buildings
Italian innovators Andrea Sesta and Daniela Galvani hope to create a worldwide database of abandoned facilities, ripe for redevelopment, with their [im]possible living internet community.
| May 1, 2013
A LEGO lover's dream: Guide to building the world's iconic structures with LEGO
A new book from LEGO master builder Warren Elsmore offers instructions for creating scale models of buildings and landmarks with LEGO.
| May 1, 2013
New AISC competition aims to shape the future of steel
Do you have the next great idea for a groundbreaking technology, model shop or building that could potentially revolutionize the future of the steel design and construction industry? Enter AISC's first-ever Future of Steel competition.
| May 1, 2013
Data center construction remains healthy, but oversupply a concern
Facebook, Amazon, Microsoft, and Google are among the major tech companies investing heavily to build state-of-the-art data centers.
| May 1, 2013
Groups urge Congress: Keep energy conservation requirements for government buildings
More than 350 companies urge rejection of special interest efforts to gut key parts of Energy Independence and Security Act
