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
Mass Timber | Aug 30, 2022
Mass timber construction in 2022: From fringe to mainstream
Two Timberlab executives discuss the market for mass timber construction and their company's marketing and manufacturing strategies. Sam Dicke, Business Development Manager, and Erica Spiritos, Director of Preconstruction, Timberlab, speak with BD+C's John Caulfield.
Giants 400 | Aug 29, 2022
Top 80 Senior Living Facility Architecture + AE Firms for 2022
Perkins Eastman, Hord Coplan Macht, Ryan A+E, and Stantec top the ranking of the nation's largest senior living facility architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.
Giants 400 | Aug 29, 2022
Top 70 Student Housing Facility Architecture + AE Firms for 2022
Niles Bolton Associates, Mithun, Gensler, and Perkins and Will top the ranking of the nation's largest student housing facility architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.
| Aug 29, 2022
Montana becomes first U.S. state to approve 3D printing in construction
Montana is the first U.S. state to give broad regulatory approval for 3D printing in building construction.
Giants 400 | Aug 29, 2022
Top 175 Multifamily Sector Architecture + AE Firms for 2022
Perkins Eastman, Solomon Cordwell Buenz, KTGY, and Gensler top the ranking of the nation's largest multifamily sector architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report. Note: This ranking includes all multifamily sector work, including apartments, condos, student housing, and senior living facilities.
| Aug 26, 2022
Idaho Building Code Board considers gutting large part of state energy code
Idaho Building Code Board considers gutting large part of state energy code.
Multifamily Housing | Aug 25, 2022
7 things to know about designing for Chinese multifamily developers
Seven tips for designing successful apartment and condominium projects for Chinese clients.
Giants 400 | Aug 25, 2022
Top 155 Apartment and Condominium Architecture Firms for 2022
Solomon Cordwell Buenz, KTGY, Gensler, and AO top the ranking of the nation's largest apartment and condominium architecture and architecture/engineering (AE) firms for 2022, as reported in Building Design+Construction's 2022 Giants 400 Report.
University Buildings | Aug 25, 2022
Higher education, striving for ‘normal’ again, puts student needs at the center of project planning
Sustainability and design flexibility are what higher education clients are seeking consistently, according to the dozen AEC Giants contacted for this article. “University campuses across North America are commissioning new construction projects designed to make existing buildings and energy systems more sustainable, and are building new flexible learning space that bridge the gap between remote and in-person learning,” say Patrick McCafferty, Arup’s Education Business Leader–Americas East region, and Matt Humphries, Education Business Leader in Canada region.
| Aug 25, 2022
New York City’s congestion pricing aims to reduce traffic, cut carbon
Officials recently released an environmental assessment that analyzes seven different possible pricing schemes for New York City’s congestion pricing program.
