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
| Jun 5, 2012
Glumac hires Drit Shoemaker as new director of business development
Shoemaker will research, connect, and forge new client relationships with architects, developers, owners and brokers while strengthening relationships with current clients.
| Jun 5, 2012
Hoffman Architects Arbuckle elected president of New York/Tri-State DOCOMOMO
As chapter president, Arbuckle will guide and oversee the organization's efforts on behalf of Modern buildings and sites, and he will act as the main spokesperson for the organization.
| Jun 4, 2012
Brownfield goes green
Chicago Center for Green Technology uses high-speed, energy-efficient hand dryers to share its green message and earn LEED credits.
| Jun 4, 2012
KBE Building and CTA Construction awarded Project of the Year from CMAA
Award given for work done on the renovation of Beverly High School in Beverly, Mass.
| Jun 4, 2012
Pressley promoted to Senior VP and CIO at Hill International
Pressley will be responsible for managing all of Hill's information technology systems and software worldwide.
| Jun 4, 2012
Stalco Construction promotes Scott Pavick to chief estimator
Pavick manages the estimating department and is responsible for developing cost estimates and budgets, value engineering, and subcontractor bid evaluation and negotiations.
| Jun 4, 2012
HBD Construction to build new training campus in St. Louis
Larger campus facility will expand training opportunities for plumbers and pipefitters.
| Jun 1, 2012
New BD+C University Course on Insulated Metal Panels available
By completing this course, you earn 1.0 HSW/SD AIA Learning Units.
| Jun 1, 2012
Caruso to lead Gensler’s Asia talent development
Caruso will be based in Shanghai and working with the Gensler offices in Japan, China, South Korea, Singapore, Thailand, and India until the spring of 2013.
| Jun 1, 2012
AIA 2030 Commitment Program reports new results
The full report contains participating firm demographics, energy reduction initiatives undertaken by firms, anecdotal accounts, and lessons learned.