EXECUTIVE SUMMARY
Another developing innovation for associations is the use of paid digital media for marketing efforts. For membership recruitment, this channel has increased as a preferred channel from 12% to 15% over the past year. Of the 15% of associations that consider paid digital marketing tools as a highly effective method for recruiting new members, Facebook paid advertising remains the most effective digital marketing tool (68%).
WHICH OF THE FOLLOWING PROVIDES THEMOST NEWMEMBERS?
TOTAL OF 105 ASSOCIATIONS SURVEYED
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
68 %
Facebook Paid Advertising
51 %
Search Engine Optimization (SEO)
46 % 45 %
Remarketing (Facebook,AdRoll,orGoogle)
Search Engine Ads (pay-per-click)
32 %
Paid Banner Ads on other websites
30 %
Lead Generation Content Marketing (e.g.,whitepapers,videos,webinars)
29 %
LinkedIn Paid Advertising
Please see page 24 for more detailed information.
The use of digital marketing was nicely described by one survey respondent who said, “We started investing in digital marketing, which has increased the number of contacts coming to our sites and increased the contacts creating accounts with us. We can retarget those who visit our site but haven’t converted, which gives the gentle reminder to engage with us. We’ve seen positive results and a good ROI on the digital marketing spend.”
Associations are also increasingly using various paid digital advertising platforms to present their message for many products and services beyond membership recruitment.
800.644.6646 | 703.739.1000 | WWW. MARKETINGGENERAL .COM
9
Made with FlippingBook Ebook Creator