Digital Marketing: It’s All About the Data — Episode 048

There’s a chance you’ve been scrolling through your social media
outlet of choice, doing some online shopping or reading your
favorite email newsletter, when you see an advertisement for
something that seems like it’s speaking directly to you. You’re
wondering how the all-knowing internet knows you need this thing
— but it does. And you do.


That’s digital marketing.


Digital marketing is any marketing that is done on a digital
channel, such as, social media, mobile apps, email, websites,
search engines — and even podcasts.


Digital marketing can be a useful tool for park and recreation
agencies that want to promote their programs, special events and
other offerings to a broader audience. Letting your community
know about the things you offer can be exciting — and increase
the impact your agency makes — but it can also be a little
overwhelming, whether you’re new to marketing or not, because
there are just so many programs and services out there.


On today’s episode, we’re joined by Stephen Gendreau, Director of
Advertising and Media Operations for ACTIVE Network. ACTIVE
Network — which provides digital marketing services, as well as
event and participation management — is one of our partners for
this year’s Parks Build Community renovation of Catherine Street
Park in Baltimore, Maryland.


We chat with Stephen about what digital marketing means for parks
and recreation, as well as the most important thing you need for
your digital marketing efforts to succeed (hint: it’s data).


Key takeaways from this episode:


Data and understanding your audience are essential to a
successful digital marketing campaign and will help you deliver
the right message to the right audience at the right time.

Pixels — such as Google Analytics or other analytics services
— on your website can help you understand who is visiting your
site and who is interested in specific offerings.

Meeting your community where they are online (social media,
search engines, etc.) can help you engage with audiences that are
typically harder to reach.

Don’t get complacent in your marketing efforts — just because
something worked this time, doesn’t necessarily mean it will work
in the future, and vice versa.

Use the data you collect — rather than feelings or
observations — to make your marketing decisions



To learn more about how to build and execute effective park and
recreation marketing and communication campaigns that will help
you better connect with your community, check out the NRPA
Marketing and Communications Certificate. And, if you’re going to
be at the 2019 NRPA Annual Conference in Baltimore, be sure to
attend the Marketing Certificate Program pre-conference workshop!