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
Cultural Facilities | Aug 21, 2024
Baltimore’s National Aquarium opens 10,000-sf floating wetland that mimics the harbor’s original tidal marsh habitat
The National Aquarium in Baltimore has opened the National Aquarium Harbor Wetland, a 10,000-sf floating wetland that mimics the Inner Harbor’s original Chesapeake Bay tidal marsh habitat. Located between Piers 3 and 4 on Baltimore’s Inner Harbor, the $14 million project features more than 32,000 native shrubs and marsh grasses.
Mixed-Use | Aug 21, 2024
Adaptive reuse of a Sears store becomes luxury mixed-use housing
6 Corners Lofts at 4714 W Irving Park Road, Chicago, Ill., opened in March of 2024 as a 394,000-sf adaptive reuse project born out of a former Sears store.
Building Materials | Aug 19, 2024
Federal 'buy clean' construction materials label program unveiled
The U.S. Environmental Protection Agency announced a plan for implementing a new label program to boost American production of more climate-friendly construction materials and products. The label program will prioritize steel, glass, asphalt and concrete.
Museums | Aug 19, 2024
The Tampa Museum of Art will soon undergo a $110 million expansion
In Tampa, Fla., the Tampa Museum of Art will soon undergo a 77,904-sf Centennial Expansion project. The museum plans to reach its $110 million fundraising goal by late 2024 or early 2025 and then break ground. Designed by Weiss/Manfredi, and with construction manager The Beck Group, the expansion will redefine the museum’s surrounding site.
AEC Tech | Aug 19, 2024
Harnessing AI to revolutionize architectural design and creativity
Architects are wondering if AI will replace us. For Vessel, the gains offset the fear. We believe there is wisdom in the unattributed quote, “You won’t lose your job to AI. You will lose your job to someone using AI.”
Reconstruction & Renovation | Aug 19, 2024
Movement to protect historic buildings raises sharp criticism
While the movement to preserve historic buildings has widespread support, it also has some sharp critics with well-funded opposition groups springing up in recent years. Some opponents are linked to the Stand Together Foundation, founded and bankrolled by the Koch family’s conservative philanthropic organization, according to a column in Governing magazine.
Government Buildings | Aug 19, 2024
GSA posts new RFI for enabling energy efficiency, decarbonization in commercial buildings
The U.S. General Services Administration (GSA), in collaboration with the U.S. Department of Energy, recently released a new Request For Information (RFI) focused on enabling energy efficiency and decarbonization in commercial buildings. GSA wants to test innovative technologies through GSA’s Center for Emerging Building Technologies.
MFPRO+ New Projects | Aug 16, 2024
At 60 stories, the Paramount multifamily development will stand as Nashville’s tallest high rise
When complete, the 60-story Paramount building, at 750 feet high, will be the tallest high rise tower in Nashville, Tenn., surpassing the city’s current record holder, the 617-foot AT&T Building. The $390 million Paramount project recently launched condo sales after securing more than $230 million in construction financing.
Urban Planning | Aug 15, 2024
New York City begins first large-scale porous pavement installation
New York City is installing its first large-scale porous pavement installation along seven miles of roadway in Brooklyn. The project will keep 35 million gallons of stormwater out of the combined sewer system each year, according to a news release.
Urban Planning | Aug 15, 2024
The magic of L.A.’s Melrose Mile
Great streets are generally not initially curated or willed into being. Rather, they emerge organically from unintentional synergies of commercial, business, cultural and economic drivers. L.A.’s Melrose Avenue is a prime example.
