trends in membership marketing
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Retargeting
A cookie-based technology that uses simple a Javascript
code to “follow” your audience around the Web.
Museum
Museu
m$
Retargeting
Site Retargeting
Facebook Retargeting
(1) Existing members/donors you want to
bring back to your site to add
value/reach with targeted offers
(2) Potential members/donors who visit
your site, but leave without converting
CRM Retargeting
Search Retargeting
• Tailor ads to specific audience segments from
your existing CRM data (Custom Audiences)
• Newsfeed has become the primary area of focus and
engagement for users
• 74% of Facebook users now accessing the platform
through their mobile devices
• Creative rotation strategies are becoming increasingly
important
• Target friends of current members
• Retargeting
• Organic reach has been greatly diminished
Source: BI Intelligence, 2013
“Look Alike” Audiences
A “predictive” targeting tactic that allows
us to reach prospects who haven’t visited
your site or searched for your keywords,
but who are nevertheless ideal targets for
your mission.
• Search
• Social
• Site data
What is Mobile?
The Mobile Ecosystem
Mobile for Membership & Development
• SMS
Text-to-give
Member services
Offers
Surveys
Engagement
VIP experiences or Freebies
The Mobile Ecosystem
Mobile for Membership & Development
• Location Based Marketing
Geofencing
Awareness and affiliation
In-App advertising
QR codes
The Mobile Ecosystem
Mobile for Membership & Development
• Apps
Educate and inform
Engage
Capture prospective member info
Members only access
• Mobile Video
Brand experience
Mobile
Source: Universal McCann, 2012
Mobile
• Will become a critical channel for
membership in the next 3-5 years
• Mobile video advertising is the fastest-
growing digital ad segment
• 2x higher click through
• Approach new campaigns as mobile first
• Match mobile behavior
Mobile
Be Relevant or Perish
Marketing Automation
Implementation of automated workflows, pre-
defined scenarios and customer-driven triggers
that are inter-connected across channels.
Marketing Automation
The Future of Membership Marketing
• Retention
• Optimize online conversion
• Reduce costs
• Streamline marketing workflows
• CRM integration
• Analytics
• Lead nurturing
• List management
Keys to Success
• Landing pages
• Testing
• Real-time optimization
• Multichannel
• Research
• Resources