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
Construction Costs | May 16, 2024
New download: BD+C's May 2024 Market Intelligence Report
Building Design+Construction's monthly Market Intelligence Report offers a snapshot of the health of the U.S. building construction industry, including the commercial, multifamily, institutional, and industrial building sectors. This report tracks the latest metrics related to construction spending, demand for design services, contractor backlogs, and material price trends.
K-12 Schools | May 15, 2024
A new Alabama high school supports hands-on, collaborative, and diverse learning
In Gulf Shores, a city on Alabama’s Gulf Coast, a new $137 million high school broke ground in late April and is expected to open in the fall of 2026. Designed by DLR Group and Goodwyn Mills Cawood, the 287,000-sf Gulf Shores High School will offer cutting-edge facilities and hands-on learning opportunities.
Adaptive Reuse | May 15, 2024
Modular adaptive reuse of parking structure grants future flexibility
The shift away from excessive parking requirements aligns with a broader movement, encouraging development of more sustainable and affordable housing.
Affordable Housing | May 14, 2024
Brooklyn's colorful new affordable housing project includes retail, public spaces
A new affordable housing development located in the fastest growing section of Brooklyn, N.Y., where over half the population lives below the poverty line, transformed a long vacant lot into a community asset. The Van Sinderen Plaza project consists of a newly constructed pair of seven-story buildings totaling 193,665 sf, including 130 affordable units.
K-12 Schools | May 13, 2024
S.M.A.R.T. campus combines 3 schools on one site
From the start of the design process for Santa Clara Unified School District’s new preK-12 campus, discussions moved beyond brick-and-mortar to focus on envisioning the future of education in Silicon Valley.
University Buildings | May 10, 2024
UNC Chapel Hill’s new medical education building offers seminar rooms and midsize classrooms—and notably, no lecture halls
The University of North Carolina at Chapel Hill has unveiled a new medical education building, Roper Hall. Designed by The S/L/A/M Collaborative (SLAM) and Flad Architects, the UNC School of Medicine’s new building intends to train new generations of physicians through dynamic and active modes of learning.
Sustainability | May 10, 2024
Perkins&Will’s first ESG report discloses operational performance data across key metrics
Perkins&Will recently released its first ESG report that discloses the firm’s operational performance data across key metrics and assesses its strengths and opportunities.
MFPRO+ News | May 10, 2024
HUD strengthens flood protection rules for new and rebuilt residential buildings
The U.S. Department of Housing and Urban Development (HUD) issued more stringent flood protection requirements for new and rebuilt homes that are developed with, or financed with, federal funds. The rule strengthens standards by increasing elevations and flood-proofing requirements of new properties in areas at risk of flooding.
Government Buildings | May 10, 2024
New federal buildings must be all-electric by 2030
A new Biden Administration rule bans the use of fossil fuels in new federal buildings beginning in 2030. The announcement came despite longstanding opposition to the rule by the natural gas industry.
Sustainable Development | May 10, 2024
Nature as the city: Why it’s time for a new framework to guide development
NBBJ leaders Jonathan Ward and Margaret Montgomery explore five inspirational ideas they are actively integrating into projects to ensure more healthy, natural cities.
