The State of Digital Marketing for Associations 2017 Benchmark Report

Resource Overview

The State of Digital Marketing for Associations (2017) has been built to help associations become better at marketing. The study inventories association marketing practices and through analysis attempts to identify those associated with the highest level of marketing effectiveness.

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Introduction

The State of Association Marketing Benchmark Study is now in its fourth year. From its inception, the study’s purpose has been to help associations become better at marketing. To do this, the study inventories association marketing practices and through analysis attempts to identify those associated with the highest level of marketing effectiveness.

The importance of member understanding has continued to emerge as a key success factor in association marketing. A deep member understanding is crucial for many reasons, not the least of which is so associations can better allocate their budgets. Those associations that have certainty about the needs of their members will allocate line items in their budget to better serve them.

Past studies have seen slight, incremental movements in most measure- ment categories. This 2017 study saw more significant movement compared to past studies. One area of movement was in average budget sizes, where across the board decreases were seen. HighRoad Solution chief marketing officer Suzanne Carawan shared some insight about the possible reason why, which this report will reveal.

This study takes a broad look at the issues shaping the association marketing landscape, reports data from a study survey, and provides analysis and commentary to help association marketing improve.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. The State of Association Marketing
  4. Association Marketing
  5. Capabilities & Tactics Strategy Ownership
  6. Execution & Measurement Digital Marketing Portfolio
  7. Tasks & Skills
  8. Metrics & Analytics
  9. Budget & Resources
  10. Analyst Bottom Line
  11. Acknowledgements
  12. Appendix: Survey Background

Research Methodology

This Demand Metric Association Marketing Benchmark Study survey was administered online during the period of February 2, 2017 through April 7, 2017. During this period, 328 responses were collected, 240 of which were complete enough for inclusion in the analysis. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.