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Digital Marketing: Trends & Hot Lists

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Modern marketing for associations with a heavy focus on digital marketing for small staff associations. Presentation created & delivered by Suzanne Carawan, CMO of HighRoad Solution, for Mortgage …

Modern marketing for associations with a heavy focus on digital marketing for small staff associations. Presentation created & delivered by Suzanne Carawan, CMO of HighRoad Solution, for Mortgage Bankers Association's state and local conference held April 8, 2014.

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  • 1. Modern Marketing for Associations MBA State and Local Workshop 2014 Suzanne Carawan Chief Marketing Officer HighRoad Solution scarawan@highroadsolution.com 703.297.8480 social: suzannecarawan
  • 2. 2 What is Digital Marketing? Websites • Event registration sites • Organizational site • Intranets Mobile • Optimized websites • Optimized emails • SMS Text Messaging • Optimized Content • Org & Event Apps Email Marketing & Marketing Automation • Newsletters • Preference Centers • Promo Offers & Product Marketing • Join and Renew Processes • Event Marketing Advertising • Google AdWords • Search Engine Marketing/Optimization • Promoted Tweets • LinkedIn Advertising • Banner Advertising Social Marketing • Facebook • LinkedIn • YouTube • Twitter • SlideShare • Instagram/Pinterest Live Activation • RFID • QR Codes • Interactive Kiosks • Social Media Walls
  • 3. 3 Why Now? Competition for Mindshare
  • 4. 4 Shift of Power to Consumer’s Ability to Broadcast Word of Mouth Opinions Direct Marketing Influence Marketing
  • 5. 5 Healthy Association Population
  • 6. 6 Typical Association Population
  • 7. 7 What’s Hot Now • Prospecting to Grow (Lead Generation) • Content Marketing • Social Marketing • Graphic Design • Automation • Email Marketing (Consolidate & Integrate) • Behavioral Tracking
  • 8. 8 Challenges of Associations in Modern Marketing • Hyper-Personalization • Responsive Design • Content Marketing • MarTech • Behavioral Data • Scrolling • User Preferences • Metrics-Driven • Blast Communications • Non-Responsive Design • Members Only Content • Marketing and IT • Open Rates & CTRs • “Above the Fold” • Convenient for Staff • Hoping & Praying Hot Not What’s Working
  • 9. 9 Challenges of Associations in Modern Marketing • Finding/Affording Technically Skilled Workers • Keeping Low Cost Staff • Cost of Technology • Non-Integrated Systems • Departmental Silos • Execution • Finding Marketers • Gen X Leaders • Cost of Wrong Technology • Goodness of Fit of Right Ecosystem • Wrong Jobs & Structure • Strategy Traditional Modern Challenges
  • 10. 10 Good News • New Digital Marketing Options: • Designed for Non-Technical Users • Created for Mobile First • Pre-Connected to Other Systems • Built In Dashboard Reporting for Decision Making • Built In Training and Help for Volunteers, Staff Turnover • Focuses on Strategy, Not Tactics • Unlimited Creativity • Most Economical Way to Market Ever Created

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