This one-page guide visually outlines the steps to take when creating a digital marketing plan. From SWOT analyses through to measuring success, each step of the framework recommends different actions to take. Ultimately once you’ve worked through the different stages you’ll have the beginnings of a digital marketing plan in place.
This case study presents how the Chicago Symphony Orchestra used a sophisticated pricing strategy to reverse a decade of decline in sales. The author describes how a radical change in the orchestra’s business practices – such as introducing innovative programming, customer service as well as dynamic pricing – helped to increase audiences and subsequently sales revenue.
Boost your confidence in audience development with this practical toolkit, which covers definitions and key principles and provides guidance on writing and delivering an audience development strategy.
A guide to marketing planning with a focus on relationship marketing rather than marketing for ‘quick wins’.
As social media advances it’s increasingly important to understand how to maximise your online efforts. This article presents a practical five-step process for establishing an effective social media presence. Through practical case study examples, techniques and tools, the author shares how culture can be brought into the homes and lives of your potential audience.
Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix … Read more
Free up time with a ‘marketing health check’ that will help you prioritise what works and gain the confidence to eliminate what doesn’t. This guide is a transcript from an AMA Conference 2011 session.
Find out how to build long term marketing plans for your organisation that can deliver real impact, asking the relevant questions like ‘where are we heading’, ‘what’s our vision’, and using Aristotle’s Three Pillars of Rhetoric as the starting blocks that enable you to gain the support of your colleagues. Find guidance on how to … Read more
This comprehensive guide for Australia Council for the Arts explains what a marketing strategy is, how it should interface with the rest of an organisation’s activities, and takes you through the do-it-yourself stages to creating one.
As part of the AMA’s New Media New Marketing day, digital marketing advisor Paul Smith explored the role of digital marketing in arts organisations including tried-and-tested techniques to help develop and refine digital marketing strategies. HE covered developing an e-marketing strategy, the importance of brand, trends affecting the market place, segmentation, partnerships, positioning, plus digital … Read more