The 2015 State of Digital Marketing in Associations Report is Now Available

Ashburn, VA, August 10, 2015 --( HighRoad Solution, the only digital agency focused exclusively on associations to offer email, automation and inbound marketing services announced the launch of their 2015 State of Digital Marketing in Associations study. The new report was released at the American Society of Association Executive’s (ASAE) Annual Meeting being held this week in Detroit, Michigan. HighRoad Solution is the only endorsed eMarketing provider used by ASAE to power their extensive email program.

The study, conducted by Demand Metric, is a continuation of the work that was started in late 2014 and published at HighRoad’s Innovation Day to serve as a benchmark for the association community. The results of the 2015 study echo the 2014 findings, but show that association marketing is actually getting worse with continued spend in categories such as print which rate low in effectiveness and not enough spend in high-performing categories such as marketing automation.

“For anyone that works in the association market, the results are not shocking, but that doesn’t make them any less alarming,” explained Suzanne Carawan, CMO of HighRoad Solution. “The digital divide between associations and for-profits is continuing to increase and much of this is due to a lack of understanding of how today’s consumer shops & evaluates potential purchases. The associations that are adopting modern marketing methodologies & aligning new offerings with hyper-targeted audiences are making headway; organizations that continue to communicate in a one-size-fits-all approach are struggling.”

The Study examines a variety of areas that affect marketing effectiveness including organizational alignment, budgets and skill gaps. One of the key takeaways of the report is the call-to-action to hire digital marketers to sit at strategic levels within the organization and to eliminate the view that marketing is merely an operational tactic. The Study notes that without marketing seen as a critical element to an organization’s success, the organization will continue to spend resources in tactical areas that do not produce the desired impact.

“There is evidence that associations are adopting digital at the core of their business,” notes Carawan. “We are seeing an elite set of organizations emerge that are embracing growth strategies and undertaking the hard work of rebuilding their marketing, communication and technology departments to align with the digital needs of today’s member. We are truly witnessing the evolution of an industry on a daily basis and if the organization is willing to put in the effort to change, the results are nothing short of remarkable.”

The new 2015 State of Digital Marketing in Associations report is now available for download at

About HighRoad Solution
HighRoad Solution provides email, automation and inbound marketing solutions to the association and non-profit market. Utilizing BlueHornet for email and HubSpot for inbound, HighRoad connects these enterprise platforms using our +Plus automation product line to the leading association management, content management and event management platforms. Our digital communications work won us the endorsement from ASAE Business Services and powers the award-winning Associations Now Plus email newsletter from ASAE. HighRoad is a full service digital agency, with both the strategic, creative and technical expertise to deliver the right elements needed for award-winning solutions.
HighRoad Solution
Suzanne Carawan