Where are we as an industry when it comes to digital marketing? This is the question we posed when we put together our 2014 State of Digital Marketing research project which aims to capture baseline metrics on who's doing what, spending what and responsible for what. We wanted to make sure that we took a comprehensive view at digital and didn't pigeon hole it to email or websites or the association management system. We purposefully put together a survey that forced participants to report across their digital channels and provide data on who's responsible for digital strategy, budgets and execution.
This session will unveil the results of our research project and allow us to set the stage for ongoing measurement points in the future so that we can work as a cohort group and statistically track the evolution of digital marketing in the not-for-profit space. We know that digital is taking over from an instinctual level, but now we'll have the hard data to see at what speed and in which ways digital marketing is dominating the marketing strategies & techniques used by not-for-profit organizations.
Chief Analyst and research project designer, Jerry Rackley, will lead us through the results of the survey and highlight discussion points as to what it all means and what areas we can conclude will be hot spots for innovation in 2015.
I’m delighted to again have as my co-presenter Mike Phillips, director of feedback strategy at Cvent. Mike and I first teamed up to present on Employee Engagement in December of 2013, and where we are back again to discuss something equally important.
Mike is currently the director of feedback strategy at Cvent, and has some impressive experience on his resume, including positions with LRA Worldwide, Comscore and KPMG. But my favorite position on your LinkedIn profile is “Lowly Serf” when he was at Equifax!
Let’s look at a definition of customer engagement – you see it on the slide. We must understand that there is little to no spontaneous generation of customer engagement. In other words, it doesn’t just happen as a happy byproduct of ordinary business. Instead, it is the result of a strategy that puts in place a process and the related tools and technology for the purpose of attracting, engaging, retaining and influencing the behavior of customers. It’s also broad in scope, encompassing all the touch points a customer might have with our brands, throughout the lifetime of the relationship customers have with us.