The Value of a “Push” Communication Approach
Digital marketing represents a paradigm shift from traditional communication methods, offering a “push” approach that ensures the direct engagement and persistent presence of brands and messages. This means to expose your audience to your content on platforms they are part of. This approach’s strength is its focus on visibility and awareness when targeting key stakeholders, such as policymakers, media, and industry leaders. By leveraging digital marketing, associations can continuously place their messages in front of their target audiences, ensuring that their voices are heard amidst the noise of the digital landscape.
The persistent nature of digital ads means that associations can maintain a constant presence in the digital lives of their stakeholders. This uninterrupted visibility helps to build brand recognition and keeps the association’s messages top of mind. In a world where attention spans are short and competition for attention is fierce, the ability to maintain a persistent presence is invaluable.
According to the psychology of marketing, for a person to become familiar with a brand/message, it takes cca 12 times for them to see the message within a certain time period. Advertising enables us to reach and increase that brand display frequency with groups of people we are interested in.
Precise Targeting – reach only the people important to you
One of the standout advantages of digital marketing is the ability to precisely target specific audiences. Traditional marketing methods often involve a shotgun approach, where messages are broadcast widely in the hope that they will reach the right people. In contrast, digital marketing allows for highly customised campaigns through audience tailoring and selection. In other words, your ads are only visible to your target audience.
Associations can utilise data about their audience to identify and target specific groups, ensuring that their messages are relevant and reach the right stakeholders. This level of precision optimises resource utilisation, as marketing efforts are focused on those who are most likely to be influenced by the message. This not only increases the effectiveness of the campaigns but also ensures a higher return on investment.
For instance if a Brussels based association wants to make sure a certain group of interest like MEPs and their key staff members (parliamentary assistants, policy advisors…) or industry leaders they see their message – that can be achieved with the precise targeting ad platforms offer. Thanks to the precise targeting approach, the message is delivered only to the right people. That means less ad spend – more concrete results. Even a very modest investment (a fraction of a cost of one banner on a mainstream media website) can enable an association to display their messages on major media websites like Politico or The Guardian (or any website their audience visits), as well as on Social Media.
Synergy of Multiple Channels
Digital marketing offers the unique advantage of utilising multiple channels simultaneously, creating a synergistic effect that amplifies the reach and impact of the messages. Platforms such as Google Display, YouTube, LinkedIn, and X (formerly known as Twitter) can be used together to strategically display messages across various web and social media locations.
For instance, target audiences might first encounter an ad on a major media website, then see it again on LinkedIn or X, and finally watch a related video on their Smart TV via YouTube. This multi-channel approach ensures continuous exposure, reinforcing the message and increasing the likelihood that it will resonate with the audience. The consistent reinforcement across different platforms helps in embedding the message more deeply in the minds of the stakeholders.
There is a multitude of examples of successful cross-platform campaigns, including the one run by WWF EU office in their Taxonomy campaign, delivering their message to MEP’s in ECON and ENVI Committees and other relevant policy makers.
Digital marketing also enables associations to run remarketing campaigns – easily reaching people within their circle of influence, or those who have already interacted with their website or social media.
Measurable Results and Adaptability
Flexibility and prompt responses make or break a communication effort – and one of the most significant benefits of online ad technologies is the ability to measure results in real time. Detailed analytics allow associations to track the performance of their campaigns, providing insights into what is working and what needs improvement. This data-driven approach enables continuous adjustment and optimisation of campaigns, enhancing their effectiveness and ensuring a higher return on investment.
By analysing metrics such as click-through rates, engagement levels, and conversion rates, associations can gain a clear understanding of how their messages are being received. Associations can even know which job positions in which companies/organisations have seen your ads (available on LinkedIn ads). This information is invaluable for making informed decisions and refining strategies. The ability to adapt quickly based on measurable outcomes ensures that campaigns remain relevant and effective over time.
Leveraging digital marketing is one more essential tool for associations to efficiently and effectively reach their intended audiences. The combination of a “push” communication approach, precise targeting, synergy of multiple channels, and measurable results come together in ensuring that their communication efforts resonate with key stakeholders and drive sustained impact.
By harnessing the power of digital tools, associations can achieve their goals more effectively, ensuring that their voices are heard and their messages have a lasting impact on the stakeholders they aim to influence.