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 7, 2012
Lubbers promoted to creative director at Wight & Co.
Lubbers has been instrumental in many recent high profile Wight projects, including the College of DuPage Student Resource Center, Seaton Computing Center, The Adler Planetarium Sky Theater transformation and UNO Charter Schools.
| Feb 7, 2012
Shepley Bulfinch opens San Francisco office
This expansion establishes a physical presence that builds on a portfolio of work for institutional clients on the West Coast, dating to the development of the original Stanford University campus in 1891
| Feb 7, 2012
Thornton Tomasetti opens new office in Denver
The firm, which now has 25 offices internationally, opened the new office to better serve current and potential clients in the western Central region and Mountain States.
| Feb 6, 2012
Slight increase in nonres construction spending expected in 2012, growth projected for 2013
Commercial sector expected to lead real estate recovery.
| Feb 6, 2012
FMI releases 2012 Construction Productivity Report
Downsizing has resulted in retaining the most experienced and best-trained personnel who are the most capable of working more efficiently and harder.
| Feb 6, 2012
Kirchhoff-Consigli begins Phase 2 renovations at FDR Presidential Library and Museum
EYP Architecture & Engineering is architect for the $35 million National Archives Administration project.
| Feb 6, 2012
Batson-Cook announces the appointment of Hall as president
Hall will manage and direct all aspects of the firm’s day-to-day operations. He will be based in Batson-Cook’s Atlanta office.
| Feb 6, 2012
Siemens gifts Worcester Polytechnic Institute $100,000 for fire protection lab renovation
Siemens support is earmarked for the school’s Fire Protection Engineering Lab, a facility that has been forwarding engineering and other advanced degrees, graduating fire protection engineers since 1979.
| Feb 2, 2012
Call for Entries: 2012 Building Team Awards. Deadline March 2, 2012
Winning projects will be featured in the May issue of BD+C.
