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
| Dec 4, 2012
City of Gainesville to break ground on $33 million bus fleet maintenance and ops facility
The 140,000-sf facility will include dispatch, administrative and maintenance facilities.
| Nov 28, 2012
Project team to showcase design for first mixed-use retail center of its kind in Mexico City
Project reaching construction milestone, offering national model for urban development in Mexico.
| Nov 28, 2012
Cummins announces ratings classification for data center power systems
The Data Center Continuous ratings span the range of Cummins Power Generation’s high horsepower diesel generator sets, from 1 MW up to 2.5 MW, and will apply to both 50 Hz and 60 Hz configurations.
| Nov 28, 2012
Francis Cauffman appoints Stainbrook Director of Higher Education
Stainbrook has 16 years of experience as a strategic planner and urban designer working on complex projects on- and off-campus.
| Nov 27, 2012
SFIA releases technical guide for cold-formed steel framing products
The 114-page book covers both structural and non-structural applications, including section properties of SFIA member product profiles, and complete load and span tables for most applications.
| Nov 21, 2012
Architecture Billings Index positive for third straight month
All regions reporting positive business conditions
| Nov 20, 2012
PC Construction completes Juniper Hall at Champlain College
Juniper Hall is on track for LEED Gold certification from the U.S. Green Building Council.
| Nov 14, 2012
U.S. Green Building Council partners with Pearson
Partnership will help further USGBC’s mission by advancing green building education
| Nov 14, 2012
U.S. Green Building Council announces grant from Google to catalyze transformation of building materials industry and indoor health
Focus is on healthy building materials to promote indoor environmental quality and human health
| Nov 14, 2012
USGBC's Greenbuild International Conference and Expo kicks off in San Francisco
7,000 members of the green building industry convene for opening plenary headlined by "Morning Joe" co-hosts Mika Brzezinksi and Joe Scarborough