Insights in audience behaviour show how visitor expectations are changing, with audiences becoming more demanding, and the consequence that we need to change our strategies accordingly.
There is much to be optimistic about. Groups all over the world are making great strides and marketing is a key part of their advances. It’s also worth observing that there are many human things that have not changed and will not change.
Russell Willis Taylor [who spoke at the conference in the final session] was co-chair of the Salzburg Global Summit recently, which stated: "To engage with audiences, we must now not just do things for people, but instead do things with people. Not that we must cede power to the public, that power is already ceded.”
We do not have the power. The public has the power, but we need to help them on their journey.