Tech Basics for Association Marketers

Our 2014 State of Digital Marketing in Associations Report revealed that the majority of Association marketers are lacking a basic understanding of common topics used in digital marketing. In response to that problem, we asked HighRoad’s Adam Higgins to join us on the U, introduce these topics and give us an overview of how they are used and why they are important to us as digital marketers. Here are some key takeaways from that webinar:

Technology is constantly changing and as marketers we must continue to evolve and accept this new technology, understanding its application for marketing purposes. The advent of the Internet allowed us to create two-way interaction with our members, and deliver relevant content to them. In turn, we can capture data about our membership-how they are interacting on our websites and to our email campaigns-and we use that data to evaluate our efforts.

Adam introduces some of the technology we use to do this:

• Content Management Systems: how they work and why they were a game-changer.
• Front End Development: HTML, CSS (cascading style sheets), Responsive Design, JavaScript
• Web Analytics: Knowing how your members are using and interacting with your website gives you insight into what is working and what is not. Adam explains common metrics used in analyzing your website, what they mean and why they are important.
• API: What is it and why should I care? Application Programming Interface, allows different systems to talk to one another, for example: your AMS and your email program should talk to one another. If they don’t let us know…. we can help with that!

If you have specific questions on any of these topics you can reach out to Adam via twitter @admhggns. Or if you would like to see a webinar dedicated to one of these topics, drop us a line at the U and let us know!

Watch this webinar on demand to learn more about these topics and their role within digital marketing. Increasing our technical knowledge as marketers will help us to communicate and work more effectively with  IT departments, leading to better collaboration which makes for MarTech success! 

P.S. Tune in to the U On-Demand for Adam’s presentation on conversions from our November 2014 Training & Innovation Day: “Follow that Buyer! Techniques for Tracking, Influencing & Measuring Member Behavior”