Martech
To Get Close to Members, Follow MarTech Trends
Whether I’m writing about marketing, strategy, or technology, one idea always surfaces. Understanding members at a granular level has never been more important. We all know this, right? Yet, it seems that even big corporations are struggling to deliver the level of personalization that customers expect. Harvard Business Review Analytic Services recently released a report…
Read MoreCast Video with Strategy to Create Stellar Communications
Giving your association’s stories their 15 minutes of fame has never been easier. Video has an immediacy and impact that consistently outpaces other mediums. I’m glad to see so many organizations producing compelling content. Some professionals still think of video as a one-off initiative. In fact, it has the potential to be the star of…
Read MoreIn the Midst of Uncertainty, Expect These Trends to Rise
Dust off the crystal ball, slosh the tea leaves, and toss the I Ching. It’s that time of year when the pundits make predictions about what’s in store for the next 12 months. Based on our last two turns around the sun, these more intuitive schemes might be as reliable as a carefully considered hypothesis.…
Read MoreMaximize the Marriage of Marketing and Technology by Understanding Trends
When marketing got hitched to technology and changed its name to MarTech, their relationship caught fire. That marriage is making an indelible impact on the way associations operate and their ability to engage with members. The MarTech stack, or the digital platforms that professionals use to understand and reach their audiences, is changing so fast…
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