Effective Digital Marketing Demands Segmenting Your Audience.

The article emphasizes the importance of audience segmentation in digital marketing for membership organizations. Matt Caylor, an account director at Martin Communications, advises organizations to regularly update their databases and group members with common interests into "personas" to ensure that the right message reaches the right audience. Caylor also suggests conducting one-on-one conversations with members to understand their communication preferences. The article highlights the need for associations to be active on various social media platforms and stresses the importance of accurate targeting to overcome information overload. Additionally, Caylor encourages organizations to create original content for their marketing campaigns and repurpose existing content in different formats. [Extracted from the article]