He made the general statement that the biggest pain points for organizations to do better in their digital marketing are lack of time, resources and knowledge.
Here are my notes based on his presentation:
Digital Content Consumption – prior to Covid, people would spend on average 3 hours and 17 minutes consuming digital content, post Covid that jumped to 6 hours and 59 minutes per day.
E-Learning Has Skyrocketed – Google searches increased by 100% for online courses.
Connected TV (CTV) – using the Internet for TV programming, not your cable company. Think Netflix, HULU, Apple, etc.
Video is the Most Popular – YouTube is right behind Google (parent company). 93% of brands acquire new customers because of video on social media.
Digital Ads – remains strong. The younger generations consume through social media while the older generations consume through TV.
Contextual Ads Perform Best – these are ads that are related to the content you’re looking at on the Internet in real-time. It’s not a static ad on a landing page.
Marketing Personalization is Mandatory Not Optional – give your members what they want when they want it. Today’s databases easily allow this to happen.
Virtual Events Are Here to Stay – at least for 2022 and part of 2023. Once people feel comfortable with in-person events, they will come back strong. We’re already seeing this now.
Bill then pivoted to talk about digital marketing opportunities and suggested the following three things you should be doing: 1) increase your digital investment; 2) spend more on digital vs print; and 3) spend 5-6% of annual revenue on marketing each year.
He went on to talk about the top three places to invest your digital dollars: 1) website; 2) social media; and 3) email marketing.
Other areas he mentioned were search engine optimization (SEO) and content marketing. When it comes to social media, find out where your members are consuming their digital content.
Final suggestions:
- Target your communications to your different audiences within your membership.
- Video marketing through testimonials and e-learning promotion.
- And don’t forget to make it personal. You want to speak to them as you really know them, based on their past participation with your organization.
