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
| Jan 21, 2011
Virginia community college completes LEED Silver science building
The new 60,000-sf science building at John Tyler Community College in Midlothian, Va., just earned LEED Silver, the first facility in the Commonwealth’s community college system to earn this recognition. The facility, designed by Burt Hill with Gilbane Building Co. as construction manager, houses an entire floor of laboratory classrooms, plus a new library, student lounge, and bookstore.
| Jan 21, 2011
Upscale apartments offer residents a twist on modern history
The Goodwynn at Town: Brookhaven, a 433,300-sf residential and retail building in DeKalb County, Ga., combines a historic look with modern amenities. Atlanta-based project architect Niles Bolton Associates used contemporary materials in historic patterns and colors on the exterior, while concealing a six-level parking structure on the interior.
| Jan 21, 2011
Research center built for interdisciplinary cooperation
The Jan and Dan Duncan Neurological Research Institute at Texas Children’s Hospital, in Houston, the first basic research institute for childhood neurological diseases, is a 13-story twisting tower in the center of the hospital campus.
| Jan 21, 2011
Music festival’s new home showcases scenic setting
Epstein Joslin Architects, Cambridge, Mass., designed the Shalin Liu Performance Center in Rockport, Mass., to showcase the Rockport Chamber Music Festival, as well at the site’s ocean views.
| Jan 21, 2011
GSA Recognizes the Best in Public Architecture
The U.S. General Services Administration recognized the best in public architecture and civilian federal workplaces at the 2010 GSA Design Awards in Washington, D.C. This year's 11 award winners showcase the federal government's commitment to cutting-edge architectural design and its focus on sustainability.
| Jan 20, 2011
Houston Dynamo soccer team plans new venue
Construction is scheduled to begin this month on a new 22,000-seat Major League Soccer stadium for the Houston Dynamo. The $60 million project is expected to be ready for the 2012 MLS season.
| Jan 20, 2011
Worship center design offers warm and welcoming atmosphere
The Worship Place Studio of local firm Ziegler Cooper Architects designed a new 46,000-sf church complex for the Pare de Sufrir parish in Houston.
| Jan 20, 2011
Construction begins on second St. Louis community center
O’Fallon Park Recreation Complex in St. Louis, designed by local architecture/engineering firm KAI Design & Build, will feature an indoor aquatic park with interactive water play features, a lazy river, water slides, laps lanes, and an outdoor spray and multiuse pool.
| Jan 20, 2011
Community college to prepare next-gen Homeland Security personnel
The College of DuPage, Glen Ellyn, Ill., began work on the Homeland Security Education Center, which will prepare future emergency personnel to tackle terrorist attacks and disasters. The $25 million, 61,100-sf building’s centerpiece will be an immersive interior street lab for urban response simulations.
| Jan 19, 2011
Industrial history museum gets new home in steel plant
The National Museum of Industrial History recently renovated the exterior of a 1913 steel plant in Bethlehem, Pa., to house its new 40,000-sf exhibition space. The museum chose VOA Associates, which is headquartered in Chicago, to complete the design for the exhibit’s interior. The exhibit, which has views of five historic blast furnaces, will feature artifacts from the Smithsonian Institution to illustrate early industrial America.