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
| Nov 2, 2011
Alexandria Real Estate Equities, Inc. breaks ground on Alexandria Center in Cambridge, Mass.
307,000-sf building to be house to executive offices of Biogen Idec.
| Nov 2, 2011
CRSI’s Manual of Standard Practice now available
This resource contains information on recommended industry practices for estimating, detailing, fabricating, and placing reinforcing steel for reinforced concrete construction.
| Nov 2, 2011
John W. Baumgarten Architect, P.C, wins AIA Long Island Chapter‘s Healthcare Award for Renovation
The two-story lobby features inlaid marble floors and wood-paneled wainscoting that pays homage to the building’s history.
| Nov 2, 2011
Jacobs announces acquisition of KlingStubbins
Jacobs Engineering Group Inc. announced that it has acquired KlingStubbins. Officials did not disclose the terms of the agreement. Jacobs' acquisition of KlingStubbins, which has approximately 500 employees located in the United States and Asia, particularly enhances the Company's capabilities in design. KlingStubbins provides professional services in planning, architecture, engineering and interiors.
| Nov 1, 2011
Perkins Eastman opens office in San Francisco
Located at 23 Geary Street in the One Kearny building, the 8,100 sf office will accommodate a growing staff of 45.
| Nov 1, 2011
Sasaki expands national sports design studio
Sasaki has also added Stephen Sefton to the sports design studio as senior associate.
| Nov 1, 2011
Holcim awards winners for North America announced
A socio-architectural project to create regional food-gathering nodes and a logistics network in Canada's high arctic territory won the top prize for North America of $100,000.
| Oct 27, 2011
iProspect selects VLK Architects for new office design
Company growth prompted iProspect to make the decision to move to a new space.
| Oct 27, 2011
ASSA Abloy, MAXXESS Systems announce U.S. Aperio integration
Aperio will integrate with MAXXESS's eAXxess and Efusion Event Management Software packages.