Sparking Ideas

6 Digital Strategies for 2015

In 2014, advertising's focus was on customer experience. Digital channels became increasingly important. As 2015 cranks into high gear, we've put together our top 6 trends in digital marketing for the year.

According to eMarketer.com and the Morey Group's National Cultural Attraction Visitor Study, the amount organizations spend on advertising does not correlate with the media visitors use when deciding to visit a museum, zoo, aquarium, or botanical garden.

2015 is the year in which to improve the effectiveness of your advertising, without relying on an increase in spending. As demonstrated in the graph above, the biggest gap between spending and usage is on the internet, which suggests more cultural attractions should increase their digital presence. 

Here are a few tips to narrow the gap between spending and usage, and more importantly, to create a greater impact.


1.   Google Grant – There is no more effective way for a non-profit to increase engagement than with a Google Grant.  A Google Grant allows you access to up to $10,000 a month in free Google AdWords search advertising. There are a few limitations to the grant compared to regular paid advertising. First, you are limited to a maximum bid of $2.00, so the grant won't be effective for more expensive keywords. The other main limitation is that your ads only show on Google.com and not the rest of Google's search partner sites.

We recommend using your Google Grant in conjunction with paid search advertising. Your grant is a great channel to test new keywords and ads, which you can then roll out to paid campaigns. In addition, you can use the grant to promote a wide variety of areas on you organization's website – areas that you may not promote otherwise. This helps drive traffic to your website, which grows your remarketing audience.

Overall, the benefits of the grant outweigh the limitations. In 2015, you should be taking full advantage of your Google Grant.


2.   Improved Targeting – Advertisers used to place advertising on specific websites to target a visitor.  Now we target a potential visitor on whatever website they visit. The trend away from "placement" targeting toward "audience" targeting began a few years ago, but 2015 should be a tipping point for non-profit organizations.

Last year, Facebook partnered with Datalogix to provide Facebook advertisers access to third- party consumer data. Third-party data has been a staple of display and video targeting through demand-side platforms for some time. This year, we expect to see most non-profit organizations utilize third-party consumer data, and first-party data (data collected through an organization's own web properties) as their key targeting tactics for digital advertising.


3.   Digital Advertising – Organizations should spend 25% to 50% of their marketing budget on digital advertising.  Our proprietary digital advertising coverage model helps define the appropriate amount by looking at your available target market and target audience, to determine the optimum level of advertising needed to reach that audience effectively.

In short, more and more of your target audience is online, and we have more and more data to help target them. While CPMs remain low as digital inventory increases (e.g. people are consuming more video, so publishers are producing more videos), 2015 is the year for organizations to invest heavily in digital advertising.


4.   Video – Digital advertising is growing as a whole, but online video, in particular, has grown by leaps and bounds in just the past few years. It's an engagement cycle that plays right into marketer's hands. People are consuming more video. Publishers produce more video content. People then consume more video. Marketers gather more data about the consumer and the videos they watch. Increased content and consumption allows for further reach and target audience penetration, while more data allows for better targeting.

The medium allows for very compelling creative, and with the ability to reach and target the right audience, it is a no-brainer that this advertising channel will be a favorite of marketers in 2015.


5.   Partnering – Due to high volume, agencies can offer cheaper digital advertising buys, email, and analytics than an individual organization can receive. While a lot of organization would prefer to keep their digital marketing in-house, the reality is that one way to keep costs down and performance up is to partner with an agency. Agencies get better rates. They also maintain a team of experts, which allows for seamless transition when a staff member departs an organization.

Look for more and more organizations partner with agencies, specifically for marketing platforms, to take advantage of low-cost agency rates and the plethora of platform experts ready to assist your organization.


6.   Cyber Week – An ever-growing portion of the business is Cyber Week – the name says it all, it used to be Cyber Monday. Cyber Monday and #GivingTuesday have largely provided successful campaigns for non-profits in recent years. Beginning in 2013, we saw the potential for expansion of Cyber Monday and Early Bird deals. As a result, this past year Cyber Monday turned into a mildly successful Cyber Week.

In this day and age, when a consumer has 24/7 access through their mobile device, it doesn't make sense to limit your deal to your terms, like a one-day event. Rather, provide the consumer the opportunity to buy or give on their own schedule. In 2015, Cyber Week will be the standard.


At the Lukens Company, we specialize in effective integrated campaigns, and we would like to help you achieve your digital potential in 2015. For more information please contact Matt Seney (mseney@thelukenscompany.com) or John Morey (jmorey@thelukenscompany.com).  

The Lukens Company is a full service direct response agency. The Morey Group is a division of The Lukens Company specializing in market research and analysis.



The Lukens Company Names Erik Pfalzer Director of Data & Analytics

The Lukens Company (TLC) announced today that Erik Pfalzer has been promoted to Director of Data & Analytics.  Erik brings to the role strategic leadership in client services, with extensive experience in analytics to help drive positive growth in marketing, donation and membership programs.

Erik has more than ten years of experience in data processing and analytics.  Prior to joining TLC, he was the lead data processor and manager for a multi-million dollar mailing distributor in New York.  He brings a strong base of knowledge and experience in data creation, cleansing, USPS process flow, and detailed results analysis.

In his expanded role, Erik will manage a team of data analysts charged with strengthening and expanding TLC’s data and analytics capabilities -- everything from statistical modeling and forecasting to data mining and enhancement to advanced lifetime value analysis.

“Interpreting real-time, intelligent data is critical to our continued success,” said John Schaller, Executive Vice President.  “In today’s day and age, our clients demand both an understanding of analytic tools and an intrinsic ability to look at data beyond the numbers.  Erik’s experience and insightful approach will have a tremendous impact on our collective ability to harness the power of data, offline and online.  We are thrilled to have Erik Pfalzer in this role at The Lukens Company.”

Where Did That Gift Come From?

The Lukens Company presented at the 2013 Nonprofit Technology Conference in Minneapolis last week to share our latest and greatest data development - how to attribute gifts in a multi-channel campaign. We accomplished this with a recent campaign we conducted with the Art Institute of Chicago with great success. Learn more in the presentation here, and feel free to contact us if you have specific questions.