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 9, 2011
Hoping to win over a community, Facebook scraps its fortress architecture
Facebook is moving from its tony Palo Alto, Calif., locale to blue-collar Belle Haven, and the social network want to woo residents with community-oriented design.
| Mar 9, 2011
Winners of the 2011 eVolo Skyscraper Competition
Winners of the eVolo 2011 Skyscraper Competition include a high-rise recycling center in New Delhi, India, a dome-like horizontal skyscraper in France that harvests solar energy and collects rainwater, and the Hoover Dam reimagined as an inhabitable skyscraper.
| Mar 9, 2011
Igor Krnajski, SVP with Denihan Hospitality Group, on hotel construction and understanding the industry
Igor Krnajski, SVP for Design and Construction with Denihan Hospitality Group, New York, N.Y., on the state of hotel construction, understanding the hotel operators’ mindset, and where the work is.
| Mar 3, 2011
HDR acquires healthcare design-build firm Cooper Medical
HDR, a global architecture, engineering and consulting firm, acquired Cooper Medical, a firm providing integrated design and construction services for healthcare facilities throughout the U.S. The new alliance, HDR Cooper Medical, will provide a full service design and construction delivery model to healthcare clients.
| Mar 2, 2011
Design professionals grow leery of green promises
Legal claims over sustainability promises vs. performance of certified green buildings are beginning to mount—and so are warnings to A/E/P and environmental consulting firms, according to a ZweigWhite report.
| Mar 2, 2011
Cities of the sky
According to The Wall Street Journal, the Silk Road of the future—from Dubai to Chongqing to Honduras—is taking shape in urban developments based on airport hubs. Welcome to the world of the 'aerotropolis.'
| Mar 2, 2011
How skyscrapers can save the city
Besides making cities more affordable and architecturally interesting, tall buildings are greener than sprawl, and they foster social capital and creativity. Yet some urban planners and preservationists seem to have a misplaced fear of heights that yields damaging restrictions on how tall a building can be. From New York to Paris to Mumbai, there’s a powerful case for building up, not out.
| Mar 1, 2011
Smart cities: getting greener and making money doing it
The Global Green Cities of the 21st Century conference in San Francisco is filled with mayors, architects, academics, consultants, and financial types all struggling to understand the process of building smarter, greener cities on a scale that's practically unimaginable—and make money doing it.
| Mar 1, 2011
How to make rentals more attractive as the American dream evolves, adapts
Roger K. Lewis, architect and professor emeritus of architecture at the University of Maryland, writes in the Washington Post about the rising market demand for rental housing and how Building Teams can make these properties a desirable choice for consumer, not just an economically prudent and necessary one.
| Mar 1, 2011
New survey shows shifts in hospital construction projects
America’s hospitals and health systems are focusing more on renovation or expansion than new construction, according to a new survey conducted by Health Facilities Management magazine and the American Society for Healthcare Engineering (ASHE). In fact, renovation or expansion accounted for 73% of construction projects at hospitals responding to the survey.
