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
Codes and Standards | Jul 15, 2024
New York City code update changes definition of a major building
Changes affecting how construction projects in New York City are permitted will have significant impacts for contractors. On Dec. 11, the definition of a major building in the city’s code will change from 10 stories to seven, or 75 feet. The change will affect thousands more projects.
Adaptive Reuse | Jul 12, 2024
Detroit’s Michigan Central Station, centerpiece of innovation hub, opens
The recently opened Michigan Central Station in Detroit is the centerpiece of a 30-acre technology and cultural hub that will include development of urban transportation solutions. The six-year adaptive reuse project of the 640,000 sf historic station, created by the same architect as New York’s Grand Central Station, is the latest sign of a reinvigorating Detroit.
University Buildings | Jul 11, 2024
3 considerations for designing healthy, adaptable student dining
Amanda Vigneau, IIDA, NCDIQ, LEED ID+C, Director, Shepley Bulfinch, shares three ways student dining facilities have evolved to match changes in student life.
Healthcare Facilities | Jul 11, 2024
New download: BD+C's 2024 Healthcare Annual Report
Welcome to Building Design+Construction’s 2024 Healthcare Annual Report. This free 66-page special report is our first-ever “state of the state” update on the $65 billion healthcare construction sector.
Transit Facilities | Jul 10, 2024
Historic Fresno train depot to be renovated for California high speed rail station project
A long-shuttered rail station in Fresno, Calif., will be renovated to serve as the city’s high speed rail (HSR) station as part of the California High-Speed Rail Authority system, the nation’s first high speed rail project. California’s HSR system will eventually link more than 800 miles of rail, served by up to 24 stations.
Government Buildings | Jul 8, 2024
GSA adopts new accessibility guidelines for federal properties
The U.S. General Services Administration (GSA) adopted a new rule with new accessibility guidelines for federal buildings. The rule establishes that pedestrian facilities in the public right-of-way are readily accessible to and usable by people with disabilities.
Office Buildings | Jul 8, 2024
Office vacancy peak of 22% to 28% forecasted for 2026
The work from home trend will continue to put pressure on the office real estate market, with peak vacancy of between 22% and 28% in 2026, according to a forecast by Moody’s.
Virtual Reality | Jul 8, 2024
Can a VR-enabled AEC firm transform your project?
With the aid of virtual reality and three-dimensional visualization technologies, designers, consultants, and their clients can envision a place as though the project were in a later stage.
Green | Jul 8, 2024
Global green building alliance releases guide for $35 trillion investment to achieve net zero, meet global energy transition goals
The international alliance of UK-based Building Research Establishment (BRE), the Green Building Council of Australia (GBCA), the Singapore Green Building Council (SGBC), the U.S. Green Building Council (USGBC), and the Alliance HQE-GBC France developed the guide, Financing Transformation: A Guide to Green Building for Green Bonds and Green Loans, to strengthen global cooperation between the finance and real estate sectors.
Codes and Standards | Jul 8, 2024
New York State building code update would ban fossil fuels in new buildings
New York’s Building Code Council is set to include the All-Electric Buildings Act in its 2025 code update. The Act would ban natural gas and other fossil fuels in new buildings.
