What is the difference between traditional and digital marketing?

Traditional marketing focuses on broad, offline channels like print and radio, while digital marketing allows targeted, measurable outreach through channels like search, social media, and email.

Why should associations shift to digital marketing?

Digital marketing enables associations to personalize messaging, track engagement in real time, and adjust strategies based on data—all of which are difficult or impossible with traditional methods.

Is digital marketing more cost-effective than traditional marketing?

Yes. Digital marketing generally provides better ROI due to its targeting capabilities and real-time analytics, allowing associations to focus resources on what works.

Can associations use both traditional and digital marketing together?

Yes. While digital is essential, some associations find value in integrating print, in-person, or legacy media with digital channels to reach wider or older audiences.

From concern to confidence: How associations are redefining success through digital marketing

With over 15 years of association industry experience, I’ve seen firsthand how executives and event organisers contend with the demands of event growth and the pressures of long-term membership retention plus acquisition. Through working closely with internal teams and stakeholders, I’ve also come to understand how a well-executed digital marketing strategy can reshape those challenges into practical, measurable wins. Here’s how:

1. Enhancing membership acquisition and engagement

Maintaining active and engaged memberships remains a top priority to fulfil association goals. Traditional marketing methods often fall short in today’s digital age when it comes to measurement and channel selection. At Kabloom, we specialise in multi-channel marketing strategies that enhance existing association email campaigns by amplifying messaging on display and social media. This approach ensures that associations can deliver personalised messages to their different members, ranging from a young adult vs a seasoned executive. Creating personas and delivering adapted messaging that resonates with members’ specific needs and interests, is what truly moves the needle.

By leveraging data analytics and using A/B testing, we help associations track engagement metrics and refine their messaging to their audience. Connection ensures sustained member involvement.

2. Diversifying revenue streams

Financial sustainability is a pressing issue, with many associations seeking to reduce reliance on membership dues. At Kabloom, we facilitate the development of non-dues revenue streams by promoting multiple events, online courses, webinars, branded merchandise and affiliate partnerships. Through effective digital campaigns, we help associations reach broader audiences, attract sponsors, and create additional income sources that align with their mission.

3. Amplifying advocacy efforts through digital channels

Creating public awareness around issues are central to many associations’ missions. At Kabloom, we enhance advocacy by mobilising supporters via social media targeted campaigns. Digital platforms help associations amplify their voice and engage stakeholders.

4. Professional development and CPD

We support professional development programmes, certifications and training opportunities through marketing initiatives that are linked to membership drives and other association activities.

5. Leveraging AI for improved data

AI is revolutionising digital marketing, providing key insights into personalization, content optimization and predicting future behaviours. This allows for more efficient media spend and channel selection.

Ready to Transform Your Association’s Digital Strategy?

If you’re interested in learning more about how Kabloom can assist your association in navigating these challenges, feel free to reach out to us. Let’s work together to cultivate growth and success in the digital age.

A thought-leadership piece written by the Managing Director, Elluria Breytenbach