Arts marketers can apply social and emerging media ideas, channels and content to achieve a range of marketing objectives. This document explores the changing nature of digital marketing and looks at the way that marketing is being turned on its head, showing how social, local and mobile marketing is now essential to success in reaching and engaging audiences.
There is a ‘perfect storm’ happening at the moment. The latest IBM Global CEO Study (www 935.ibm.com/services/uk/gbs/html/ceostudy) showed that organisations not only felt bombarded by change, but many are struggling to keep up. 8 out of 10 CEO’s saw significant change ahead and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006. Accelerated change is something we can all recognise, driven not just by the digitalisation of communications but also products and services.
Dis-intermediation is a commonly used word now. Digital is good at enabling people to go direct to others, changing the ‘middle - man’ and moving away from a linear communication model characterised by interruption and frequency towards a new place.