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 13, 2011
Virginia hospital’s prescription for green construction: LEED Gold
Rockingham Memorial Hospital in Harrisonburg, Va., is the commonwealth’s first inpatient healthcare facility to earn LEED Gold. The 630,000-sf facility was designed by Earl Swensson Associates, with commissioning consultant SSRCx, both of Nashville.
| Apr 13, 2011
Office interaction was the critical element to Boston buildout
Margulies Perruzzi Architects, Boston, designed the new 11,460-sf offices for consultant Interaction Associates and its nonprofit sister organization, The Interaction Institute for Social Change, inside an old warehouse near Boston’s Seaport Center.
| Apr 13, 2011
Expanded Museum of the Moving Image provides a treat for the eyes
The expansion and renovation of the Museum of the Moving Image in the Astoria section of Queens, N.Y., involved a complete redesign of its first floor and the construction of a three-story 47,000-sf addition.
| Apr 13, 2011
Duke University parking garage driven to LEED certification
People parking their cars inside the new Research Drive garage at Duke University are making history—they’re utilizing the country’s first freestanding LEED-certified parking structure.
| Apr 13, 2011
Red Bull Canada HQ a mix of fluid spaces and high-energy design
The Toronto architecture firm Johnson Chou likes to put a twist on its pared-down interiors, and its work on the headquarters for Red Bull Canada is no exception. The energy drink maker occupies 12,300 sf on the top two floors of a three-story industrial building in Toronto, and the design strategy for its space called for leaving the base building virtually untouched while attention was turned to the interior architecture.
| Apr 13, 2011
Former department store gets new lease on life as MaineHealth HQ
The long-vacant Sears Roebuck building in Portland, Maine, was redeveloped into the corporate headquarters for MaineHealth. Consigli Construction and local firm Harriman Architects + Engineers handled the 14-month fast-track project, transforming the 89,000-sf, four-story facility for just $100/sf.
| Apr 12, 2011
Rutgers students offered choice of food and dining facilities
The Livingston Dining Commons at Rutgers University’s Livingston Campus in New Brunswick, N.J., was designed by Biber Partnership, Summit, N.J., to offer three different dining rooms that connect to a central servery.
| Apr 12, 2011
Retail complex enjoys prime Abu Dhabi location
The Galleria at Sowwah Square in Abu Dhabi will be built in a prime location within Sowwah Island that also includes a five-star Four Seasons Hotel, the healthcare facility Cleveland Clinic Abu Dhabi, and nearly two million sf of Class A office space.
| Apr 12, 2011
Luxury New York high rise adjacent to the High Line
Located adjacent to New York City’s High Line Park, 500 West 23rd Street will offer 111 luxury rental apartments when it opens later this year.
| Apr 12, 2011
College of New Jersey facility will teach teachers how to teach
The College of New Jersey broke ground on its 79,000-sf School of Education building in Ewing, N.J.
