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
| Mar 14, 2012
Plans for San Francisco's tallest building revamped
The glassy white high-rise would be 60 stories and 1,070 feet tall with an entrance at First and Mission streets.
| Mar 14, 2012
Hyatt joins Thornton Tomasetti as VP in Chicago
A forensic specialist, Hyatt has more than 10 years of experience performing investigations of structural failures throughout the U.S.
| Mar 14, 2012
Tsoi/Kobus and Centerbrook to design Jackson Laboratory facility in Farmington, Conn.
Building will house research into personalized, gene-based cancer screening and treatment.
| Mar 13, 2012
China's high-speed building boom
A 30-story hotel in Changsha went up in two weeks. Some question the safety in that, but the builder defends its methods.
| Mar 13, 2012
Commercial glazer Harmon expanding into Texas
Company expanding into the Texas market with a new office in Dallas and a satellite facility in Austin.
| Mar 13, 2012
Worker office space to drop below 100-sf in five years
The average for all companies for square feet per worker in 2017 will be 151 sf, compared to 176 sf, and 225 sf in 2010.
| Mar 12, 2012
Improving the performance of existing commercial buildings: the chemistry of sustainable construction
Retrofitting our existing commercial buildings is one of the key steps to overcoming the economic and environmental challenges we face.
| Mar 9, 2012
2012 Giants 300 survey due Friday, April 13
See how your firm ranks among the AEC industry leaders.
