Is Omnichannel Obscure in AEC Marketing?

Recently I’ve been thinking a lot about the application of omnichannel marketing to firms in the Architecture/Engineering/Construction industry. Let’s be honest: I’ve been thinking about the lack of omnichannel marketing in this industry.

Why is it so hard for us to implement multiple channels that work together seamlessly?

The one looming reason may be that many of us still thrive on a “seller-doer” model. (Check out what Scott D. Butcher, FSMPS, CPSM, writes about this for ENR.) When your technical folks are your sales specialists, with no background in marketing, they are going to resort to traditional methods of one-on-one communication with their prospects. Certainly there is nothing wrong with this. The problem arises when they, even subconsciously, hesitate to share their efforts with marketing so that marketers can supplement these efforts through a well-orchestrated omnichannel strategy. The issue is further aggravated by the seller-doer’s desire to maintain the one-on-one client relationship in the hopes of acquiring credit for future, repeat conversions.

Seller-doers have a tough job to do and it certainly merits our respect. However, the conversation with the marketing department needs to be a constant revolving door so that such efforts can be coordinated. If they are not, we risk moving into the future while forfeiting our greatest investment in the digital age—the client who seeks a unified, holistic approach to marketing communications.