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 3, 2012
Blaine Brownell on innovative materials applications in architecture
Brownell, who was named a BD+C 40 Under 40 in 2006, provides insight regarding emerging material trends and the creative implementation of materials.
| Apr 3, 2012
AGC Glass to reopen shuttered plant
Shuttered since 2008, the plant produces clear and tinted float glass serving architectural glass markets.
| Apr 3, 2012
Luxury hotel 'groundscraper' planned in abandoned quarry
Would you spend $300 a night to sleep underground? You might, once you see the designs for China's latest hotel project.
| Apr 3, 2012
SSOE acquires MEP Firm CRS Engineering & Design Consultants
The acquisition will expand SSOE’s Southeastern U.S. presence, broaden CRS’s reach to international markets, and provide both firms’ clients access to enhanced services and resources.
| Apr 3, 2012
Suffolk completes phase one of Baystate Medical Center expansion
Construction management firm awarded emergency department project for successful build of $296 million MassMutual Wing and Davis Family Heart and Vascular Center.
| Apr 3, 2012
Meyer receives RCMA's Martin A. Davis Industry Leadership Award
The Martin A. Davis Industry Leadership Award is presented annually to an individual, selected by his or her peers, who has exemplified outstanding service and made significant contributions to the roof coatings industry.
| Apr 3, 2012
Johns Manville publishes 2011 Sustainability Report
Report covers JM’s long-time sustainability focus and progress towards goals.
| Apr 3, 2012
Educational facilities see long-term benefits of fiber cement cladding
Illumination Series panels made for a trouble-free, quick installation at a cost-effective price. The design for Red Hawk Elementary School stems from the desire to create a vibrant place for kids to learn. In an effort to achieve this design, RB+B Architects selected Nichiha USA to provide a durable yet modern, contemporary exterior finish.
| Apr 2, 2012
TGP launches new fire-rated glazing website
Website offers online continuing education courses registered with the American Institute of Architects (AIA), BIM 3D models, and rapid-response quoting, among other support tools.
| Apr 2, 2012
Gilbane honored for sustainability efforts in Indianapolis
Emmitt J. Bean Federal Center project team for their role in advancing sustainability in the city.