Retargeting A cookie-based technology that uses simple a Javascript code to “follow” your audience around the Web. Museum $
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
Facebook 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
Facebook 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