--- title: "Lunchtime Links: Added Value In Your Marketing Campaign" id: "20095" type: "post" slug: "lunchtime-links-added-value-in-your-marketing-campaign" published_at: "2013-10-24T16:30:22+00:00" modified_at: "2026-03-15T21:20:46+00:00" url: "https://associationsnow.com/2013/10/24/lunchtime-links-added-value-in-your-marketing-campaign/" markdown_url: "https://associationsnow.com/2013/10/24/lunchtime-links-added-value-in-your-marketing-campaign.md" excerpt: "Here’s how you can add value to your marketing campaign. Plus: What custom variables can do for your Google Analytics reports. Effective marketing campaigns lie in the value of the content produced. Pulling off a successful marketing effort, and more,..." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Data Analytics" - "Marketing" - "movie content" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Lunchtime Links: Added Value In Your Marketing Campaign ## Here’s how you can add value to your marketing campaign. Plus: What custom variables can do for your Google Analytics reports. Effective marketing campaigns lie in the value of the content produced. Pulling off a successful marketing effort, and more, in today’s Lunchtime Links. **Valued ideas:** How can your marketing efforts disrupt (so you’re heard) without disrupting (so no one listens)? That’s the question the FutureM conference tangled with, [according to CMS Wire’s Dom Nicastro (opens in a new tab)](http://www.cmswire.com/cms/customer-experience/creating-marketing-messages-that-resonate-futurem-022863.php) . The answer: It’s all in the value produced through the talent that you highlight. “[T]alent will be more important than technology,” he writes, citing keynote speaker and Hubspot CTO Dharmesh Shah. “Challenge your old ways, see what others are doing, and do it differently and better.” Consider shaking up how you use technology, including mobile, in promoting your products and services. How does your association blend value and talent into marketing? **Check before sending:** Here’s a modern-day fear: drafting the email, glitches galore, and then *accidentally* hitting “send”—and out it goes to your batch email contact list. Before sending a bulk message, run through the dates, subject, and alt-text—and all hyperlinks—of your email, advises [Kristina Leroux of Kivi’s Nonprofit Communications Blog (opens in a new tab)](http://www.nonprofitmarketingguide.com/blog/2013/10/18/what-to-do-before-you-send-a-bulk-email/) . She also suggests glancing over at your editorial calendar to ensure your email doesn’t run over someone else’s scheduled message. (You don’t want to overload your members’ inboxes.) What’s on your association’s checklist before sending out bulk emails? **Tech talk:** Google Analytics is a staple in many organizations. After all, it’s a versatile tool that collects data on the users who interact with your site. That’s useful, but merging it with custom variables to track demographic information would make it that much more effective, [writes Alan Weinstein of DSK Solutions (opens in a new tab)](http://dsksolutions.com/enhance-your-associations-google-analytics-with-custom-variables/) . “Doing so requires that you push data out (such as member type) so that the Google Analytics’ client-side JavaScript can access the variables,” he writes. Does your site use custom variables—and how has the insight improved the web service you provide? Tell us in the comments. (iStock/Thinkstock) [Emma Beck](https://associationsnow.com/author/emma-beck/) Emma Beck is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/emma-beck/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Data Analytics](https://associationsnow.com/tag/data-analytics/) [#Marketing](https://associationsnow.com/tag/marketing/) [#movie content](https://associationsnow.com/tag/movie-content/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 1 of the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/sneak-peek-highlights-from-day-1-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F10%2F24%2Flunchtime-links-added-value-in-your-marketing-campaign%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !