Jerry Rackley- 2014 State of Digital Marketing
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Transcript of Jerry Rackley- 2014 State of Digital Marketing
State of Association Marketing
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
What’s the Purpose?
How healthy is the association marketing function?
What are associations doing for marketing?
How well is it working?
Who’s doing it?
Create benchmarks for association marketing.
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Chief Analyst – Demand Metric
Jerry Rackley
30+ years in sales & marketing
Adjunct marketing faculty:
Oklahoma State University
Chief Analyst at Demand Metric since
2011
Survey Snapshot
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Title: Most
Senior
Marketer
Staff:
4%
1st Level: 12%
VP:
19%
Director: 47%
Exec:
18%
Type
Membership:51%
Trade:
20%
Company:
6%
Non-profit:
20%
Other:
3%
Staffing
None:
3%
One:
11%
Two: 15%
Three: 19%
Four:
16%
Five+: 36%
Membership
>100:
6%
100-500: 10%
501-1,000:
8%
1,001-5,000:
18%
5,001-10K:
16%
10K-25K: 16%
Association Marketing: Overall Effectiveness
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
1%
8%
16%
65%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Very ineffective Somewhatineffective
Neutral Somewhateffective
Very effective
Effectiveness Categories
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Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Communications Quality Perception
0%
4%
8%
57%
31%
0% 10% 20% 30% 40% 50% 60%
Always irrelevant and unprofessional
Sometimes irrelevant and unprofessional
Neutral
Sometimes relevant and professional
Always relevant and professional
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Association Marketing Capabilities
11%
24%
30%
31%
39%
47%
51%
52%
54%
56%
0% 10% 20% 30% 40% 50% 60%
Other capabilities
Membership winback
Partnerships/Business development
Member/Market intelligence
Public Relations/Thought leadership
Membership retention
Membership growth
Membership engagement
Brand management/awareness
Strategy/planning
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Capabilities by Effectiveness Group
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Marketing Tactics Usage
32%
65%
81%
82%
83%
92%
95%
97%
98%
98%
0% 20% 40% 60% 80% 100%
Other tactics
Mobile marketing
Print advertising
Digital marketing/advertising
Direct mail marketing
Content marketing
Website and/or SEO marketing
Social media marketing
Event marketing
Email marketing
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Marketing Tactics Effectiveness
13%
27%
34%
45%
45%
55%
62%
67%
75%
81%
0% 20% 40% 60% 80% 100%
Other tactics
Mobile marketing
Print advertising
Digital marketing/advertising
Direct mail marketing
Social media marketing
Website and/or SEO marketing
Content marketing
Event marketing
Email marketing
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Tactics by Effectiveness Groups
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Digital Marketing Portfolio - 1
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Digital Marketing Portfolio - 2
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Task Responsibility
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Skills Inventory
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Association Marketing Metrics
3%
10%
13%
28%
33%
76%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other metrics
Recency, Frequency, Monetary (RFM)
None
Reach/influence
Conversions
Open rates
Click-thru rates
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Analysis & Reporting Tools
1%
5%
6%
7%
9%
10%
16%
20%
22%
23%
66%
0% 10% 20% 30% 40% 50% 60% 70%
Hyperion
Business Objects
SPSS
SAS
Other tools
None
MS Access
Don't know
Crystal Reports
BI tools built into AMS
Excel
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Association Annual Marketing Budgets
19%
42%
16%
10%
7%
2%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't know
Less than $100K
$100K to $250K
$250K to $500K
$500K to $750K
$750K to $1 million
Over $1 million
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Budget Line Items
8%
10%
12%
14%
17%
22%
22%
25%
26%
32%
51%
52%
60%
63%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Other line items
Data verification/acquisition
Inbound marketing
Mobile marketing
Search Engine Marketing
Online ecommerce
Responsive design
Email design
Banner ads
Social media
Direct mail
Website design
Email marketing
Website management
Most effective tactics:
1. Email marketing
2. Event marketing
3. Content marketing
4. Web/SEO
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Resources to Improve Effectiveness
1. More staff
2. More funding
3. More software or technology
4. More skills or competency
5. More direction from leadership
6. More creativity
7. More empowerment
8. Other resources
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Where Time is Spent
1. Email marketing
2. Content creating
3. Internal meetings
4. “Changing gears” to meet new directions
from board/C-suite
5. “Posting” to websites and/or social media
6. Fielding member questions/emails
7. Data analysis
8. Data processing
Analyst Bottom Line
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For 82%, most senior marketing title is “Director” or below
Implication: senior marketer isn’t talking to the board
Marketing success requires top-to-bottom collaboration
Executive leadership of marketing = greater success (89% vs. 73%)
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Executive Leadership
Prioritizing strategy & planning = greater marketing effectiveness
If your marketing function is too busy to plan, then:
It’s not oriented strategically enough
You’re opting for lower marketing effectiveness
The less strategic marketing is, the less respect it has internally
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Strategic Orientation
Content marketing effectiveness gap is huge (36%)
Most of the tactics in use rely on content to succeed
Don’t be on the wrong side of this content “divide”
Learn to effectively create and deploy content
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Embrace Content
Ownership & responsibility of key marketing tasks is fragmented
Executive leadership of marketing could eliminate this fragmentation
Marketing needs to own the execution of what it’s held accountable for
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Ownership
Marketing is increasingly a technical pursuit
Equip marketing with more technical skills and keep them current
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Skills
Move beyond volume or “vanity” metrics to measure marketing
The best metrics help everyone understand the value and contribution of
marketing
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Metrics
Q & A
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For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation562 Wellington Street, London, ON CANADA, N6A 3R5
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.