Unlocking AEC Marketing Success: 20 Essential Terms You Need to Know

May 15 2023


Are you feeling lost in the world of AEC marketing? Don't worry, we've got you covered! In this comprehensive article, we'll demystify 20 essential AEC marketing terms that every professional in the industry should know. From analytics and branding to lead generation and social media marketing, we'll delve into the intricacies of each concept, empowering you to elevate your marketing strategies and stay ahead of the competition. So, let's dive in and unlock the secrets to AEC marketing success!


  1. Analytics: The measurement, analysis, and reporting of marketing data to inform and improve marketing strategies and tactics.

  2. Branding: The process of creating a unique image and identity for a company or service using distinctive design, imagery, and messaging.

  3. Business Development: The process of identifying and pursuing new opportunities for business growth and revenue generation.

  4. Competitive Analysis: The process of assessing the strengths and weaknesses of a firm's competitors in order to identify opportunities for differentiation.

  5. Content marketing: A marketing strategy that involves creating and sharing valuable and relevant content to attract and retain a target audience.

  6. Customer relationship management (CRM): A strategy and software tool used to manage and analyze a business's interactions with current and potential customers.

  7. Direct mail marketing: The distribution of advertising or promotional materials through the mail to a targeted audience.

  8. Email marketing: The use of email to promote a company or product, build relationships with customers, and generate leads.

  9. Event Marketing: The use of events, such as trade shows or conferences, to promote a company or product, generate leads, and build relationships with customers.

  10. Lead Generation: The process of identifying potential customers and gathering their contact information for future marketing efforts.

  11. Market Research: The process of gathering and analyzing data about client preferences, behavior, needs, and trends in order to make more informed marketing decisions.

  12. Marketing Strategy: A comprehensive plan that outlines a firm's approach to achieving its marketing goals.

  13. Positioning: The process of creating a distinct image or identity for a product or service in the minds of consumers.

  14. Public Relations: The practice of managing the reputation and image of a company or individual through various forms of media.

  15. Search Engine Optimization (SEO): The process of optimizing a website's content and structure to rank higher in search engine results pages.

  16. Segmentation: Dividing a target market into smaller groups based on common characteristics, such as age, income, or interests.

  17. Social Media Marketing: A form of digital marketing that utilizes social media platforms to reach and engage with a target audience.

  18. Target Market: A specific group of potential clients that a business aims to sell its services to.

  19. Trade Shows: Events where businesses showcase their products and services to potential customers, partners, and investors.

  20. Unique Selling Proposition (USP): A factor or characteristic that sets a product or service apart from its competitors and makes it more appealing to potential customers.


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About The Author

Keri Hammond, FSMPS, CPSM

Keri is a long-standing trailblazer in the Utah AEC industry. Clients appreciate her ability to get things done – they know she does whatever it takes, with integrity, to help them build their business. Keri is known for her leadership and diplomacy; she motivates others with positivity, trust, and unwavering support.

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