State of Digital Marketing in Associations Benchmark Report - 2016

Resource Overview

This association marketing benchmark study is now in its third year (2016), and from the beginning, the study’s goal has been to help associations become better at marketing.

Introduction

This association marketing benchmark study is now in its third year, and from the beginning, the study’s goal has been to help associations become better at marketing. A healthy, effective marketing function whose contributions are well understood is a key ingredient to overall association wellness and growth. Yet, such market functions are in the minority, not just in the association world, but across corporations as well. At the low end of the marketing effectiveness spectrum are organizations that struggle, as represented through comments shared by this frustrated association marketer:

“Email blasts are the main communication tool. When angry recipients demand opt-out, the leadership team doesn't take the request seriously until legal action is threatened. There are no goals set from Social Media to measure success. We still use FAX blasts with the assumption that they are effective. Brochures are still used with very heavy amounts of text (copy). Any time a discussion is brought up about content marketing with valuable information provided for free to help grow the community - the idea is dismissed as ‘giving away the farm’...We've seen membership remain flat and decline and event attendance is flat with fluctuating numbers by location but no real evidence of growth.”

As the comment above suggests, marketing’s failure to perform isn’t always the fault of marketing. There are many issues that help or hurt marketing’s effectiveness. This study takes a broad look at the issues shaping the association marketing landscape, reports the data from the study survey, providing some analysis and commentary to help association marketing improve.
 

Table of Contents

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

  12. About HighRoad Solution
  13. About Demand Metric
  14. Appendix - Survey Background

 

Research Methodology

Demand Metric Association Marketing Benchmark Study survey was administered online during the period of February 1, 2016 through June 30, 2016. During this period, 450 responses were collected, 292 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.

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