iMedia Connection - ad:tech blog

There's a good deal of discussion in the advertising industry about how consumer behavior has changed marketing strategy. As audiences become simultaneously more fragmented and more empowered, emphasis has shifted from a broadcast model to engagement. Instead of one way communication, advertisers are finding that dialogue is a much more effective marketing mechanism. A lot of the big brands have proven that this works. There are engaged communities all over Twitter and Facebook where people interact with brands in real time and in turn, marketers get a more comprehensive understanding of their target audiences.
However, what hasn't been looked at enough is how nonprofits have risen to the challenge and shown how engagement campaigns can be done… with very little budget. Marketing dollars have been cut in all sectors, but nonprofits have been hit especially hard. Grants are down, individual donations have slowed. Yet, nonprofits continue to build engaged communities of people who are passionate about their causes and manage to inspire people to donate and get involved, even when their own financial situations are uncertain.
Nonprofits have readily adapted performance marketing as an efficient way to connect with donors. To keep costs as lean as possible, they run banners and... Read more