He finished with the statement that associations showing growth are seen as innovative.
For a free copy of Marketing General's annual membership and marketing benchmarking report go HERE.
I attended a great session presented by Evan Sparks, American Bankers Association, on the title of this blog at the recent ASAE Marketing and Membership meeting in DC.
He started by saying that some folks feel podcasts are replacing radio – radio duplication.
Are you part of the 62% of Americans that are listening to podcasts?
He explained three types of podcasts:
But before you dive in, ask yourself the following five questions?
1. Who are your members?
2. How do your members currently engage with your organization?
3. What’s your content strategy?
4. What is your current content mix, and how would podcasting fit into that?
5. What resources can you devote to production and distribution?
At the end of the day, make sure you have a base of people that will engage with a new podcast on a regular basis.
The speaker’s final comments:
For more information on starting a podcast, the logistics side of the equation, go HERE.
I recently attended a webinar on the title of this post moderated by Kevin Taylor, Communicate by Design.
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.