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
| Aug 11, 2010
Autodesk 2010 Certification Now Available for Design Professionals
Autodesk, Inc., (Nasdaq: ADSK), today announced that design and engineering professionals can become Autodesk Certified in AutoCAD 2010, Autodesk Inventor 2010, Autodesk Revit Architecture 2010, and AutoCAD Civil 3D 2010 software. Becoming Autodesk Certified allows professionals, and companies boasting Autodesk Certified employees, to validate their industry skills and knowledge, demonstrate expertise and gain credibility.
| Aug 11, 2010
Jacobs, CH2M Hill, AECOM top BD+C's ranking of the 75 largest federal government design firms
A ranking of the Top 75 Federal Government Design Firms based on Building Design+Construction's 2009 Giants 300 survey. For more Giants 300 rankings, visit http://www.BDCnetwork.com/Giants
| Aug 11, 2010
Manhattan's Pier 57 to be transformed into cultural center, small business incubator, and public park as part of $210 million redevelopment plan
LOT-EK, Beyer Blinder Belle, and West 8 have been selected as the design team for Hudson River Park’s Pier 57 at 15th Street and the Hudson River as part of the development group led by New York-based real estate developer YoungWoo & Associates. The 375,000 square foot vacant, former passenger ship terminal will be transformed into a cultural center, small business incubator, and public park, including a rooftop venue for the Tribeca Film Festival.
| Aug 11, 2010
AIA selects three projects for National Healthcare Design Awards
The American Institute of Architects (AIA) Academy of Architecture for Health (AAH) have selected the recipients of the AIA National Healthcare Design Awards program. The AIA Healthcare Awards program showcases the best of healthcare building design and healthcare design-oriented research. Projects exhibit conceptual strengths that solve aesthetic, civic, urban, and social concerns as well as the requisite functional and sustainability concerns of a hospital.
| Aug 11, 2010
AGC: Construction employment declines in 47 states in July
Few states were immune from construction employment declines this July based on an analysis of federal employment data released today by the Associated General Contractors of America. That analysis found that 47 states saw declines in construction employment, while only two states saw increases and one saw no change in construction employment between July 2008 and July 2009.
| Aug 11, 2010
AGC: Construction unemployment reaches 19.2%
Unemployment in the construction sector climbed to a “horrendous” 19.2 percent (not-seasonally adjusted) as an additional 59,000 construction workers lost their jobs in May according to new federal data, said construction economist Ken Simonson today.
| Aug 11, 2010
Gensler, HOK, HDR among the nation's leading reconstruction design firms, according to BD+C's Giants 300 report
A ranking of the Top 100 Reconstruction Design Firms based on Building Design+Construction's 2009 Giants 300 survey. For more Giants 300 rankings, visit http://www.BDCnetwork.com/Giants
| Aug 11, 2010
Gensler, Arup, HOK among the largest office sector design firms
A ranking of the Top 100 Office Design firms based on Building Design+Construction's 2009 Giants 300 survey. For more Giants 300 rankings, visit http://www.BDCnetwork.com/Giants
| Aug 11, 2010
Callison strengthens retail design presence with RYA acquisition
Callison LLC on June 1 acquired RYA Design Consultancy, a Dallas-based retail architecture and design firm with offices in New York City. The new “Callison RYA Studio” will merge staff and clients into Callison ’s existing retail practice at their Dallas and New York offices.
| Aug 11, 2010
Prism-shaped design unveiled for five-star hotel in Saudi Arabia
Goettsch Partners has been commissioned by Saudi Oger Ltd. to design a new five-star, 214-key business hotel in the King Abdullah Financial District in Riyadh, Saudi Arabia. As a design-build assignment, Saudi Oger is serving as the contractor, selected by developer Rayadah Investment Company. The project is sited on Parcel 1.08, one of the first 10 parcels currently under development in the massive new master-planned district.
