In today's fast-paced marketing landscape, the ability to effectively plan, execute, and measure marketing campaigns is more critical than ever. This was the core theme of a recent panel discussion hosted by Michael Hoffman, CEO and co-founder of Gather Voices, featuring insights from Carli Feinstein of Craft and Commerce.
Michael Hoffman opened the discussion by introducing himself and Gather Voices, a B2B video software platform specializing in the creation, management, and publishing of video content. The platform is particularly impactful in the nonprofit, trade, and professional association sectors. Hoffman emphasized the increasing need for specialized partners in the technical and ever-evolving world of marketing.
Carli Feinstein, the guest expert, shared her background in leading marketing communications for a women's health nonprofit and her current role at Craft and Commerce, where she leverages her nonprofit experience to help organizations amplify their missions through paid media. Feinstein highlighted the importance of media in driving both social and health outcomes and how to measure these impacts effectively.
The session delved into the complexities of measuring marketing campaign performance. As Feinstein pointed out, the difficulty varies with the type of campaign and the stage at which measurement is considered. "You can only improve what you can measure," she emphasized, a principle she applied both in health assessments and marketing campaigns.
A quick poll revealed that many marketers find measurement challenging. Feinstein explained that not all data is equal, and the key is to distinguish between metrics and outcomes. For instance, visibility metrics might be critical for awareness campaigns, whereas conversion metrics are more relevant for action-oriented campaigns.
A critical point discussed was the difference between metrics and actionable insights. While platforms like Google Analytics provide a wealth of data, understanding which metrics truly matter to your organizational goals is essential. For example, a high reach might be impressive, but if it doesn't translate into conversions, its value is limited.
Privacy concerns are at the forefront of modern marketing challenges. Feinstein addressed the balancing act between effective tracking and respecting user privacy, especially in light of changes like Apple's adjustments to email privacy. First-party data, collected directly from users, is becoming increasingly vital as third-party cookies are phased out. Feinstein advised focusing on proactive measurement strategies and ethical ways to reach and engage audiences.
Paid media plays a crucial role in amplifying an organization's mission, especially when integrated with organic efforts. Feinstein shared insights on how platforms like Facebook and Instagram, despite their evolving privacy landscapes, remain effective for reaching new audiences and driving measurable outcomes.
Content marketing remains a cornerstone of effective digital strategies. However, Feinstein stressed the importance of recycling and repurposing content. Many organizations hesitate to reuse content, fearing redundancy, but in reality, audiences often miss or forget previous messages. Recycling content ensures broader reach and maximizes the value of existing assets.
Testing creative elements is another critical aspect of successful campaigns. Feinstein shared an anecdote where unexpected creative choices, such as color schemes, outperformed initial expectations. This underscores the value of letting data drive creative decisions rather than relying solely on subjective opinions.
In the face of diminishing third-party tracking capabilities, first-party data becomes even more significant. Organizations must think creatively about how to collect and utilize this data. For example, incorporating data collection into core activities, such as educational courses or interactive quizzes, can be highly effective.
Feinstein touched on the potential of gaming platforms like Twitch for nonprofit fundraising and engagement. While she had limited direct experience with these platforms, she acknowledged their growing importance and the opportunities they present for reaching diverse and engaged audiences.
For marketers looking to audit their campaigns, Feinstein provided a framework: start with clear objectives and target audiences, map out where their attention lies, and ensure robust measurement mechanisms are in place. This strategic approach helps in optimizing campaigns for better outcomes.
The discussion wrapped up with a reminder of the importance of integrating diverse marketing strategies and remaining adaptable to changing technologies and privacy norms. As marketing continues to evolve, so too must the strategies and tools used by organizations to connect with their audiences effectively.
For those interested in further insights and strategies, Gather Voices offers additional resources and events aimed at helping organizations leverage video content and digital marketing to achieve their goals.
