association digital marketing trends....marketing channels – channels we’re all familiar with...
TRANSCRIPT
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
972.402.7070 | [email protected] multiview.com