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
| Apr 27, 2012
China Mobile selects Leo A Daly to design three buildings at its new HQ
LEO A DALY, in collaboration with Local Design Institute WDCE, wins competition to design Phase 2, Plot B, of Campus.
| Apr 27, 2012
CSM Group names Comerford as senior project manager
Comerford’s responsibilities include directing and verifying contract compliance by the trade contractors to ensure the owner’s expectations are met in respect to a quality finished project.
| Apr 27, 2012
Hampton Bays Middle School winner of the first National Green Ribbon Schools Program
School was the first LEED-certified public school in the state of New York.
| Apr 26, 2012
USGBC announces inaugural Green Apple Day of Service
On Sept. 29, 2012, participants from all over the world will volunteer to make the schools and campuses in their communities healthier and more sustainable.
| Apr 26, 2012
Gensler's Leiserowitz: Employs holistic philosophy to foster clients' creativity, comfort
Leiserowitz became regional managing principal in Chicago for San Francisco-based architecture and design giant Gensler a little more than a year ago.
| Apr 26, 2012
Blackney Hayes Architects launches new engineering division
The new division, BHH Engineers, will be led by Mark Hershman, PE.
| Apr 26, 2012
Energy efficiency requirements heighten the importance of proper protection for roofing systems
Now more than ever, a well-insulated and well protected roof is critical in new or renovated commercial buildings.
| Apr 26, 2012
Orange County, Fla. high school receives NAIOP “Public Development of the Year” award
School replacement designed by SchenkelShultz Architecture and constructed by Williams Co.
| Apr 25, 2012
Bubble skyscraper design aims to purify drinking water
The Freshwater Skyscraper will address the issue of increasing water scarcity through a process known as transpiration
| Apr 25, 2012
Thornton Tomasetti/Fore Solutions provides consulting for Biologics Support Center
Project receives LEED Gold Certification.