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
| Feb 21, 2012
Skanska welcomes Morrison and Viviano to Atlanta office
Morrison will serve as a vice president and Viviano will serve as senior director of business development for Georgia.
| Feb 21, 2012
PV America West conference showcases solar growth market
Solar industry gathers March 19-21, 2012 in San Jose to discuss technology, market development and policy.
| Feb 21, 2012
SMPS announces Build Business 2012 keynote speakers
National conference set for July 11–13 in San Francisco.
| Feb 20, 2012
Comment period for update to USGBC's LEED Green Building Program now open
This third draft of LEED has been refined to address technical stringency and rigor, measurement and performance tools, and an enhanced user experience.
| Feb 20, 2012
Sto Corp. announces new technical director for Canada
Edgar will have full responsibility of specifications, details, website technical content, testing and approvals, and will support the Canada sales team.
| Feb 20, 2012
GAF introduces web portal for architects and specifiers
The new portal offers a clean look with minimal clutter to make it easier to find the technical information and product data that architects need.
| Feb 20, 2012
All Steel names Breagy director of metro New York
Breagy is responsible for overseeing this region’s sales team while strategically coordinating the sales efforts of Allsteel dealers and representatives in the tri-state area.
| Feb 17, 2012
Tremco Inc. headquarters achieves LEED Gold certification
Changes were so extensive that the certification is for new construction and not for renovation; officially, the building is LEED-NC.
| Feb 17, 2012
MacInnis joins Gilbane board of directors
MacInnis is the chairman and recently retired CEO of Connecticut-based EMCOR Group, Inc.