Uploaded byMukesh kumar
B hunter -_digital_marketing_strategy
The document outlines steps for developing an effective digital marketing strategy for arts organizations. It recommends analyzing an organization's current digital presence, goals, and audience insights. The strategy should position digital marketing to support the overall mission and marketing approach. It then provides a planning framework to determine objectives, tactics, responsibilities, and key performance indicators to monitor success and drive continuous improvement through a feedback loop. The overall message is that a well-executed digital strategy can help arts organizations engage more people.
B hunter -_digital_marketing_strategy
- 1. Developing a digital marketingstrategy B Hunter, Digital Development Manager
- 2. “Arts organisations thatare skilled in digital marketing will (all other things being equal) see more people through their doors than ones that rely on a brochureware website and email newsletters.” MTM London, 2010 2
- 3. The digital opportunity… Image c/o The Shutterbugette 3
- 4. UK internet users •Internet take up – 73% • Total broadband take up – 71% • Monthly internet-enabled PC time per user = 54.8 hours • Social networking = 23% of all time spent online • Most popular internet activity in Q1 2010, sending & receiving email - 86% Image c/o judywross 4
- 5.
- 6. Positioning your digitalstrategy Organisational mission & strategy Marketing strategy Market structure & Digital marketing strategy Competitor strategies demand Emerging opportunities & threats 6
- 7. Planning framework Situation Control Analysis Actions Objectives Tactics Strategy 7
- 8. 1) Where arewe now? • Goal performance • Audience insight • Digital marketplace SWOT • Brand perception • Internal capacity & skills audit 8
- 9. 2) Where dowe want to be? • Sell – Grow sales • Speak – Dialogue & participation with customers • Serve – Add value • Save – Save costs • Sizzle – Extending your brand online • Socialise? Image c/o Leo Reynolds 9
- 10. 3) How dowe get there? • Segmentation, targeting & positioning • Online value proposition • Integration & database • Content & engagement strategy Image c/o MarkSmallwood 10
- 11. RACE • Reach • Act • Convert • Engage Image c/o nojhan 11
- 12. 4) How exactlydo we get there? • The when • The what • The details Image c/o joannou 12
- 13. 5) Who doeswhat? • Responsibilities & structures • Internal resources & skills • External agencies Image c/o ~Zoe~ 13
- 14. 6) How dowe monitor performance? • 5 Ss + analytics = KPIs • Usability testing • Satisfaction surveys • Site visitor profiling • Frequency of reporting • Process of reporting & actions Image c/o Darren Hester 14
- 15. Feedback loop • Eachstage not discrete • Overlap at each stage • Stages are designed to be revisited & refined • Strategic agility Image c/o Nick in exsilio 15
- 16. THINK people THINK behaviour Image c/o The Mike PD 16
- 17. Any questions? ? E: [email protected] @: socialbedia Image c/o Matt Hamm 17
Editor's Notes
- #5 Ofcom – The Communications Market 2010