ASSOCIATION

TRENDS.DIGITAL MARKETING

2019

2019

The results are in...For the first time ever, digital ad spending in the U.S. will exceed traditional ad spending this year, growing 19% to $129.34 billion. So undoubtedly, there’s a lot of ad dollars flowing into different digital marketing channels – channels we’re all familiar with such as social, programmatic, SEM, SEO, email, etc. In Q1 2019, MultiView conducted a first-of-its-kind survey focusing specifically on the use of digital marketing within the association space. From website and email to social media and programmatic advertising, the survey results showed how leaders in the industry are utilizing digital marketing to advance the marketing and communications efforts of their individual organizations. We surveyed almost 1,200 association executives from small, mid-sized, and large associations – some with very low operating budgets and some with higher than average operating budgets. We received a 20% response rate, with the majority of responses coming directly from executive directors and director-level marketing executives. Our questions focused specifically on associations’ use of digital marketing. We’re excited to share the results of the survey in the following pages.

Titles of Survey Respondents

53% | EXECUTIVE DIRECTOR

3% | CMO / CCO

1% | EVP / SVP 3% | VP

20% | DIRECTOR

10% | MANAGER

7% | SPECIALIST / COORDINATOR

Compared to 2018, are you planning to spend more money, less money, or the same on your digital marketing activities in 2019?

Are you spending more on digital marketing than traditional print marketing (print ads, direct mail, etc.)?

$10k

$10-25k

$26-50k$51-75k

$76-100k$150k+

ABOUT THE SAME

MORE MONEY

LESS MONEY

75%

15%

7%

0%

0%

3%

68%

21%

11%

Yes, considerably more than printYes, more than printSame as printNo, less than print

19%

39%

13%

21%

8%

How much did your association spend on digital marketing in 2018?

Digital Spend

Member Recruitment

Member Retention

IncreasedTradeshowAttendance

BrandAwareness

IncreaseWeb Traffic

CEPromotion

60% 18% 5% 11% 4% 2%

What are your goals with marketing your association? Please order the following according to priority.

Marketing Objectives

Overall, how effective do you consider these marketing tactics for your association?

What digital marketing channels do you currently use & what channels do you plan to invest in 2019?

Digital Tactics

Social Media

Website

Email Marketing

SEO

Content Marketing

PPC (SEM)

Programmatic

Paid

Website96%

SEO22%

Programmatic11%

PPC (SEM)1%

83% 22% 15% 2%

Social Media91%

Content Marketing30%

Paid Social30%

Email Marketing84%

70% 29% 33% 67%

USEINVEST

USEINVEST

Extremely Very Quite Not Very Not at All

2% 14% 32% 20% 32%

5% 19% 16% 21% 39%

1% 3% 16% 34% 46%

12% 21% 28% 24% 15%

2% 19% 22% 33% 24%

21 37% 28% 14% 0%

15 39% 32% 13% 1%

22% 38% 22% 18% 0%

How many employees are focused on your digital marketing efforts?

In-house Team

Outsourced Team

Combination of in-housed/outsourced

73%

24%

0%

2%

6%

45%

47%

3%

10%0% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1

2-3

3-6

7-9

10+

Who handles your association's digital marketing efforts?

Staffing

How limiting do you feel these factors are on the success of your association’s digital marketing efforts?

Road Blocks

Lack ofBudget

Lack ofTime/Resources

Lack ofKnowledge

Lack ofReporting

Competition Creativity

18%

22%

46%

9%

3%

21%

31%

39%

32%

30%

14%

20%

7%

7%

28%

33%

18%

15%

3%

3%

44%

11%

26%

13%

6%

40%

12%

24%

15%

Not at All Not Very Quite Very Extremely

4% 23% 37% 36%

6% 22% 36%22%

Do you plan to implement programmatic advertising into your digital marketing plan?

We have done so alreadyYes - Within the next 12 months Yes - It’s on our radar, but no timeframe

No - It is not in our plans I don’t know

HighConfidence

MediumConfidence

LowConfidence

None / NoConfidence

13%

Rank your understanding of programmatic advertising.

Programmatic Advertising

How many times per week do you update each social channel?

What social channels does your association currently utilize?

Social Media

Linkedin Facebook Twitter Instagram YouTube Snapchat Pinterest

1 - 3 4 - 6 7 - 9 10+ N / A

0

0

0

67% 98% 81% 55% 48% 5% 3%

97% 90% 54% 44%12%5%24%

5% 11%

22%

24%12%

4%

13%

13%

3%

3%

12%

6%

1%

2%1%

10% 41% 38%41%52%60%

10%

Daily Weekly Monthly Quarterly Yearly Not at all

20%

30%

40%

50%

60%

22%

18%

6%

1% 1%

51%

How often are you updating content on your association’s website?

Websites

How often do you update the blog with new content per month?

Are you currently utilizing video in your digital marketing efforts?

10%

Yes

No

No, but plan to within the year

20% 30% 40% 50% 60% 70%

29%

63%

77%

10% 4% 7%1-3Times

4-6Times

7-9Times

10+Times

Does your association maintain a blog?

Content Marketing

7%

10%

Yes

No

No, but plan to within the year

20% 30% 40% 50% 60% 70%

50%

39%

11%

What email marketing platform does your association currently use?

Is your email marketing program directly tied to your AMS?

Yes

No, but plan to within the next 12 months

No

3%

No

69%

Yes

31%

22% 75%

Does your association currently utilize an email marketing platform?

Email Marketing

What's the biggest benefit you've seen from your marketing automation platform?

Enhancing measurement &

reporting

4%

Lead generation

4%

Member retention

3%

Other

30%

Delivering personalized

content

11%

Saving time

40%

Increase in revenue

4%

I don’t know.

24%

No

39%

Yes, but no timeframe.

17%

Yes, within the next 12 months.

5%

We have done so already.

12%

Do you plan to implement marketing automation software?

Marketing Automation

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