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 15, 2012
Don’t be insulated from green building
Examining the roles of insulation and manufacturing in sustainability’s growth.
| May 15, 2012
National Tradesmen Day set for Sept. 21
IRWIN Tools invites the nation to honor "The Real Working Hands that Build America and Keep it Running Strong".
| May 15, 2012
SAGE Electrochromics to become wholly owned subsidiary of Saint-Gobain
This deal will help SAGE expand into international markets, develop new products and complete construction of the company’s new, state-of-the-art manufacturing facility in Faribault, Minn.
| May 14, 2012
Codes harvest rainwater
IAPMO’s Green Plumbing and Mechanical Code Supplement could make rainwater harvesting systems commonplace by clearly outlining safe installation and maintenance practices.
| May 14, 2012
Plumbing research coalition to study drainline transport issue
The effort is aimed at determining if decreasing levels of water flow––caused by increasingly efficient plumbing fixtures––are sufficient to clear debris from plumbing pipes.
| May 14, 2012
SOM to break ground on supertall structure in China
The 1,740-feet (530-meter) tall tower will house offices, 300 service apartments and a 350-room, 5-star hotel beneath an arched top.
| May 14, 2012
Adrian Smith + Gordon Gill Architecture design Seoul’s Dancing Dragons
Supertall two-tower complex located in Seoul’s Yongsan International Business District.
| May 14, 2012
SMPS and Deltek announce alliance
A/E/C industry leaders partner to advance technology’s role in design firm marketing and business development.
| May 14, 2012
ArchiCAD e-Specs integration unveiled
Architects, engineers and construction professionals use InterSpec’s e-SPECS products on thousands of projects annually to maintain synchronization between construction models, drawings, and project specifications.
| May 11, 2012
2012 White Paper: High-Performance Reconstructed Buildings: The 99% Solution
Download the complete White Paper, Chapters 1-10
