A staggering 6,829 new marketing technologies (apps, online platforms, social channels) have been launched between 2011 and 2018, with more new technologies appearing in the past year than for 2011 to 2016 combined.
That is a pretty awesome period of change for membership organisations to try to build a cohesive digital strategy as part of their marketing plan.
This growth in digital has spurred two exponential changes.
>>The first is the rapid growth in social channels.
This means that industry peers can get easy and instant access to connect and communicate with each other. Where the membership conference or meeting provided this conduit for communication, industry colleagues are now able to bypass this traditional approach through rapid growth in digital communications.
>>The secondchallenge for membership organisations is the exponential rise in digital information.
There is now a vast array of good quality content, insights and training materials available, that in the past, professionals could only access through their membership body.
How do membership organisations retain and add value to members in light of these challenges?
The answer is to embrace the ‘third’ challenge. To capture the next wave hitting digital marketing at this time - personalisation. The ability to deliver a personalised digital service offering for members is now in sight.