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
Life of an Architect Podcast | May 2, 2023
Life of an Architect Podcast Ep. 124: Show Me the Money
I get asked a lot about how much money an architect makes. Without understanding a few parameters, that’s like trying to buy a car by the pound. I spend a fair amount of my time discussing the architectural marketplace, where we can find value, what’s the going salary rate based on skill set and experience, and how badly we need this spot or that spot filled.
Hotel Facilities | May 2, 2023
U.S. hotel construction up 9% in the first quarter of 2023, led by Marriott and Hilton
In the latest United States Construction Pipeline Trend Report from Lodging Econometrics (LE), analysts report that construction pipeline projects in the U.S. continue to increase, standing at 5,545 projects/658,207 rooms at the close of Q1 2023. Up 9% by both projects and rooms year-over-year (YOY); project totals at Q1 ‘23 are just 338 projects, or 5.7%, behind the all-time high of 5,883 projects recorded in Q2 2008.
Architects | May 1, 2023
HOK names Eli Hoisington and Susan Klumpp Williams as Co-CEOs
HOK has appointed Eli Hoisington, AIA, LEED AP, and Susan Klumpp Williams, AIA, LEED AP, as its new co-chief executive officers, succeeding Bill Hellmuth, FAIA, LEED AP, who passed away on April 6, shortly after his scheduled retirement.
Multifamily Housing | May 1, 2023
A prefab multifamily housing project will deliver 200 new apartments near downtown Denver
In Denver, Mortenson, a Colorado-based builder, developer, and engineering services provider, along with joint venture partner Pinnacle Partners, has broken ground on Revival on Platte, a multifamily housing project. The 234,156-sf development will feature 200 studio, one-bedroom, and two-bedroom apartments on eight floors, with two levels of parking.
Mass Timber | May 1, 2023
SOM designs mass timber climate solutions center on Governors Island, anchored by Stony Brook University
Governors Island in New York Harbor will be home to a new climate-solutions center called The New York Climate Exchange. Designed by Skidmore, Owings & Merrill (SOM), The Exchange will develop and deploy solutions to the global climate crisis while also acting as a regional hub for the green economy. New York’s Stony Brook University will serve as the center’s anchor institution.
Market Data | May 1, 2023
AEC firm proposal activity rebounds in the first quarter of 2023: PSMJ report
Proposal activity for architecture, engineering and construction (A/E/C) firms increased significantly in the 1st Quarter of 2023, according to PSMJ’s Quarterly Market Forecast (QMF) survey. The predictive measure of the industry’s health rebounded to a net plus/minus index (NPMI) of 32.8 in the first three months of the year.
Sustainability | May 1, 2023
Increased focus on sustainability is good for business and attracting employees
A recent study, 2023 State of Design & Make by software developer Autodesk, contains some interesting takeaways for the design and construction industry. Respondents to a survey of industry leaders from the architecture, engineering, construction, product design, manufacturing, and entertainment spheres strongly support the idea that improving their organization’s sustainability practices is good for business.
Codes and Standards | May 1, 2023
Hurricane Ian aftermath expected to prompt building code reform in Florida
Hurricane Ian struck the Southwest Florida coastline last fall with winds exceeding 150 mph, flooding cities, and devastating structures across the state. A construction risk management expert believes the projected economic damage, as high as $75 billion, will prompt the state to beef up building codes and reform land use rules.
| Apr 28, 2023
$1 billion mixed-use multifamily development will add 1,200 units to South Florida market
A giant $1 billion residential project, The District in Davie, will bring 1.6 million sf of new Class A residential apartments to the hot South Florida market. Located near Ft. Lauderdale and greater Miami, the development will include 36,000 sf of restaurants and retail space. The development will also provide 1.1 million sf of access controlled onsite parking with 2,650 parking spaces.
Architects | Apr 27, 2023
Blind Ambition: Insights from a blind architect on universal design
Blind architect Chris Downey shares his message to designers that universal design goes much further than simply meeting a code to make everything accessible.