Category Archives: Mobile Marketing
Key Trends for the Nonprofit Sector in 2012
Convio has just announced its key predictions and expected trends that will have the biggest impact on the nonprofit sector in 2012. Check out their findings below:
(1) Online and New Media Channels Will Continue To Extend Their Influence
- Based on Convio’s 2010 holiday giving survey, online fundraising was up 40 percent from 2009. Online will continue as the fastest growing giving channel.
- Online’s influence outside of transactions is growing as older donors engage in web-based communications and advocacy.
- Acceleration in new media channels and devices (social and mobile) will have significant increase in material importance for nonprofits. For example, recently a Convio client found that 15 percent of direct respondents to a specific TV campaign accessed the nonprofit’s website via a mobile device.
(2) Peer-to-Peer Engagement Will Play An Expanded Role
- Direct communications by nonprofit organizations will have less impact on the giving decisions of donors than in years past.
- Donors will increasingly rely on referrals and guidance from friends, family and co-workers to make decisions, particularly the younger generations.
- Nonprofits will want to tap their most vocal and loyal supporters to be active promoters.
(3) Donor Fatigue Will Be More Pronounced
- Information overload will continue as individuals receive mail, email and other communications from marketers with increasing intensity, making it challenging for nonprofits to have their messages heard.
- Text messages, RSS feeds, tweets and Facebook posts only compound the problem.
- Tailored communications that resonate with donors will be critical.
(4) Supporters Want To Control Their Experience
- Nonprofit supporters want to be able to define and customize how they are communicated to (e.g. go paperless, set frequency of emails and filter for content).
- The burden of expectation for nonprofits is being set by the for-profit sector.
(5) Integrated Marketing Will Rise To New Heights
- Multi-channel marketing will have an increasingly significant role in driving integrated marketing tactics as nonprofits rely more on various channels to deliver their communications.
- Strategic communication efforts that are consciously coordinated, orchestrated, and targeted – based on particular audience segments and their individual preferences – will become more prevalent.
Source: Convio Press Release
Social Media Marketing Predictions for the New Year
In 2011 I was a regular reader of Heidi Cohen’s marketing blog (she is an amazingly prolific blogger!) and I am looking forward to reading more of her sterling advice in the coming year. In her latest post, Heidi offers some predictions for where marketing is heading in 2012. Her forecasts are just as relevant to the non-profit marketing sector as they are to B2C or B2B.
Here are three predictions which I have taken as key action points to guide my own social media marketing in the coming year. (You can read her full list of 7 marketing predictions here.)
1. Mobile marketing is a priority. Smartphones reached a tipping point in the US in 2011 making it critical to integrate mobile marketing into your 2012 marketing plans. Interpret mobile marketing broadly to include smartphones, tablets (iPads), ereaders (Kindle) and a range of other portable and out-of-home devices. Marketers take note this doesn’t translate to the death of other media formats such as television, radio and print.
2. Content fuels all forms of marketing. “Content is king” has been at the heart of search optimization. With expanded use of mobile devices and social media, content is a more critical marketing component than ever!
3. Tracking results counts. Marketing and related corporate investments require an understanding of which areas of the marketing mix are effective. To this end, it’s critical to set goals and create strategies that are aligned. It’s not just a matter of counting likes or pageviews. These metrics must support the purchase process and show contribution.
