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
Architects | Mar 9, 2023
A. Eugene (Gene) Kohn, Co-Founder of Kohn Pedersen Fox, dies at 92
A. Eugene (Gene) Kohn, FAIA RIBA JIA, Co-founder of international architecture firm Kohn Pedersen Fox, died today of cancer. He was 92.
Affordable Housing | Mar 8, 2023
7 affordable housing developments built near historic districts, community ties
While some new multifamily developments strive for modernity, others choose to retain historic aesthetics.
Architects | Mar 8, 2023
Is Zoom zapping your zip? Here are two strategies to help creative teams do their best work
Collaborating virtually requires a person to filter out the periphery of their field of vision and focus on the glow of the screen. Zoom fatigue is a well-documented result of our over-reliance on one method of communication to work. We need time for focus work but working in isolation limits creative outcomes and innovations that come from in-person collaboration, write GBBN's Eric Puryear, AIA, and Mandy Woltjer.
Building Team | Mar 8, 2023
Call for Speakers: BD+C’s 2023 Women in Residential + Commercial Construction Conference
The 2023 Women in Residential + Commercial Construction conference event will take place October 25-27 in Nashville, Tenn., and will bring together more than 300 women leaders from all facets of the $1.4 trillion U.S. residential and commercial constructing sector.
Reconstruction & Renovation | Mar 8, 2023
Hoffmann Architects + Engineers receives Lucy G. Moses Preservation Award from New York Landmarks Conservancy
Hoffmann Architects + Engineers, a design firm specializing in the rehabilitation of building exteriors, announces that the historic facade rehabilitation and window replacement at the 69th Regiment Armory has been selected for the Lucy G. Moses Preservation Award, the New York Landmarks Conservancy’s prestigious recognition for outstanding preservation efforts.
Architects | Mar 7, 2023
David Chipperfield named 2023 Pritzker Architecture Prize laureate
Widely regarded as architecture's highest honor, the 2023 Pritzker Architecture Prize has been awarded to UK-based architect David Chipperfield. In honoring Chipperfield with the award, the Pritzker Prize jury cited the architect's "commitment to an architecture of understated but transformative civic presence and the definition—even through private commissions—of the public realm."
Multifamily Housing | Mar 7, 2023
Multifamily housing development in Chicago takes design inspiration from patchwork and quilting
HUB 32, a 65-unit multifamily housing development, will provide affordable housing and community amenities in Chicago’s Garfield Park neighborhood. Brooks + Scarpa’s recently unveiled design takes inspiration from the American tradition of patchwork and quilting.
Industrial Facilities | Mar 6, 2023
The largest planned logistics and business park in North America gets under way in Southern California
The $25 billion World Logistics Center will boost the supply chain capabilities of Southern California and will serve as a distribution center for destinations across the continent.
Healthcare Facilities | Mar 6, 2023
NBBJ kicks off new design podcast with discussion on behavioral health facilities
During the second week of November, the architecture firm NBBJ launched a podcast series called Uplift, that focuses on the transformative power of design. Its first 30-minute episode homed in on designing for behavioral healthcare facilities, a hot topic given the increasing number of new construction and renovation projects in this subsector.
K-12 Schools | Mar 6, 2023
Benefitting kids through human-centric high school design
Ingrid Krueger, AIA, LEED AP, shares why empathetic, well-designed spaces are critical in high schools.