You need to know where to allocate the bulk of your marketing budget, right? Marketing Automation Software may be able to help, assuming you buy into the trends in the marketing community today. In this article, I share with you some of my thoughts on recent marketing predictions and trends written by various sources so you may stay one step ahead of the game.
Marketing Automation Software Trends
In the nonprofit community as much as in the for profit community, the chatter is quite frequently heard about the topic of marketing technology. And, its influence is growing everywhere: at fundraising organizations, trade and professional associations, museums, & even chambers. Truly, it’s very hot.
In today’s digital world, marketing is a key department responsible for creating and sustaining a long-lasting relationship with the most important asset of any nonprofit – the member, donor, or constituent. For many in the business community, it’s plain old “customer”.
It’s not just my opinion. Rather, the belief of many experts today that marketers need to shift their focus from pushing messages at people to engaging them in an ongoing conversation and relationship. The speed, direction and magnitude of the changes in marketing have been widely discussed.
For many who don’t follow the marketing technology buzz, however, it may not be as clear. If you’re one of those who are exploring marketing technologies, this hopefully will clarify your thoughts on the importance of the marketing automation at your nonprofit.
As mentioned, I have reviewed many sources and taken some of the top 10 trends and predictions underscored in various articles below. So, let’s take a look at the checklist below from these sources to see if the trends resonate with you.
TOP MARKETING PREDICTIONS
- Content Marketing: According to Content Marketing Institute’s recent B2B Content Marketing report, 9 out of 10 B2B marketers are using content marketing, and 45% plan to increase their spending on content marketing over the next 12 months. How do you compare?
- Marketing Analytics: Use of marketing data to help move buyers along the path to close. Without some marketing technologies, this may be out of your reach. As discussed, many may be using Google Analytics, but is that enough? Is that tool integrated to your inbound and outbound marketing campaigns.
- Marketing Noise: While this may seem impossible, many pundits believe that there will be an increase in marketing noise from various sources. Marketing noise is basically content which does not add value. Consider this, there are well over 150 million blogs alone on the internet. And, over 1 billion websites on the internet. Are your members and donors confused by how to participate or engage with your nonprofit as a result?
- Guest Posting: Decrease in guest posting is quickly fading. Per one source, Matt Cutts, head of Google’s head of spam believes that is has become a spammy tactic.
- Adoption of video. Even small nonprofits can use video today. A simple video can help enhance a donor relationship so much quicker than a simple plan text email today. Eg. BombBomb.
- Acquisitions: Increase in marketing software acquisitions is a good sign that this is not a fad but rather a significant trend. Many of the database providers are looking at integrations with email marketing software providers or adding it to their offering by acquiring the technology. They are being forced to respond to this trend predicted by many.
- Personalization. Your members and donors want to feel special. Moving forward, if we all aren’t pushing relevant information to our constituents, they will find a different cause to support. I believe that membership and donor systems will find new ways to integrate progressive profiling into their website tools. And, if not, integrate with a marketing technology which does it.
- Micro targeting and hyper-segmentation. This basically is leveraging small niche communities or groups to focus on their interests. Eg. If a significant amount of your donors are on Facebook (which who isn’t), then having a donate now integration into this social media outlet is certainly worthy of consideration. Social Media is going to continue to play a big part of our digital experience. And, CRM Software for Nonprofits will begin to pull in social feeds so that development officers and member relations representative can see what’s important them and target those folks.
- Mobility: With the latest release by Google, everyone better focus on mobile. I wrote on this topic recently too. And, it’s not a trend anymore but rather reality. Literally, you must be in the back pocket of your constituents! Software for nonprofits must be written today with a mobile first message. Signing up to be a member or make a donation on a mobile device is critical. Can your constituents do that now?
- Increased online ad spend. The digital footprint of every American is larger than it was ever before. And, it will continue to grow more in the future. Marketing Automation helps track the effectiveness of your paid per click activities so you can sharpen your understanding of where to put more $ based on relevant data.
All of this, of course, in my mind points to the need to be more efficient with your marketing efforts. One off campaigns need to be replaced with more effective, better developed, well-targeted investments. Now and in the future, Marketing technologies and platforms to assist you in researching, deploying, automating and measuring your responses needs to be factored into your overall marketing spend. If not, you will be left behind.
Do you agree with more than seven of the ten predictions and trends above? If so, hopefully this will provide you with a head start on your 2016 budget planning process. Please contact us to discuss which tools may be pertinent in your marketing department moving forward.
Until next time, keep SmartThoughts in mind.