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
CHPS debuts high-performance building products database
The Collaborative for High Performance Schools (CHPS) made a new tool available to product manufacturers to help customers identify building products that contribute to sustainable, healthy, built environments. The tool is an online, searchable database where manufacturers can list products that have met certain environmental or health standards ranging from recycled content to materials that contribute to improved indoor air quality.
| Aug 11, 2010
ICC launches green construction code initiative for commercial buildings
The International Code Council has launched its International Green Construction Code (IGCC) initiative, which will aim to reduce energy usage and the carbon footprint of commercial buildings.Entitled “IGCC: Safe and Sustainable By the Book,” the initiative is committed to develop a model code focused on new and existing commercial buildings. It will focus on building design and performance.
| Aug 11, 2010
Green Building Initiative launches two certification programs for green building professionals
The Green Building Initiative® (GBI), one of the nation’s leading green building organizations and exclusive provider of the Green Globes green building certification in the United States, today announced the availability of two new personnel certification programs for green building practitioners: Green Globes Professional (GGP) and Green Globes Assessor (GGA).
| Aug 11, 2010
Potomac Valley Brick launches brick design competition with $10,000 grand prize
Potomac Valley Brick presents Brick-stainable: Re-Thinking Brick a design competition seeking integrative solutions for a building using clay masonry units (brick) as a primary material.
| Aug 11, 2010
Outdated office tower becomes Nashville’s newest boutique hotel
A 1960s office tower in Nashville, Tenn., has been converted into a 248-room, four-star boutique hotel. Designed by Earl Swensson Associates, with PowerStrip Studio as interior designer, the newly converted Hutton Hotel features 54 suites, two penthouse apartments, 13,600 sf of meeting space, and seven “cardio” rooms.
| Aug 11, 2010
HDR, Perkins+Will top BD+C's ranking of the nation's 100 largest healthcare design firms
A ranking of the Top 100 Healthcare 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
Steel Joist Institute announces 2009 Design Awards
The Steel Joist Institute is now accepting entries for its 2009 Design Awards. The winning entries will be announced in November 2009 and the company with the winning project in each category will be awarded a $2,000 scholarship in its name to a school of its choice for an engineering student.