Marketing consultant Christina Lister identifies five critical audience trends reshaping arts and heritage marketing in 2026. Drawing on extensive sector research and frontline experience, she explores how audiences are booking, engaging, and making decisions differently – and what marketers must do to adapt and thrive.
Can data help us better understand the impact of rising prices on the social sector? Sarah Thelwall and Karl Wilding of data insight and strategy agency MyCake look at the continuing implications as support is tapered down but costs continue to rise.
Findings from The Audience Agency‘s Cultural Participation Monitor paint a predictably concerning picture of how people expect the cost-of-living crisis to affect their in-person cultural attendance.
In this toolkit, thrive, NI’s audience development agency, looks at how to segment your audience. It includes why segmentation is important, the types of data you need, what type of segmentation will work best for your organisation and a step-by-step checklist.
1. Why do I need to use analytics data to understand my audience? You might already have a marketing segmentation for your audience that has been produced using your own survey data and historic purchase data or you might be trying to develop a new audience based on a segment that you’ve identified from a … Read more
This recording has closed captions in both Welsh and English, simply click on the closed captions symbol CC on the video below and select your preferred language. This recording is 54 minutes in length. This webinar was produced as part of the Digital Heritage Lab ― a digital skills development programme for small to medium-sized … Read more
As audience concern about increasing Covid cases grows, what does this mean for the festive season? Despite an uptick in people’s general wellbeing and life satisfaction, latest findings show a growing concern amongst audiences about falling ill, and an expectation of further lockdowns, resulting in high numbers of people either not comfortable or not interested … Read more
Richard Loftus, Head of Sales and Marketing with Town Hall Symphony Hall explains how their use of personalised messages with cultural relevance galvanised their aim to reach diverse audiences.
Which audiences have felt the impact on their wellbeing the hardest? And which arts, culture or heritage activities had the most positive impact on people’s wellbeing? Following our initial findings from the third wave of The Audience Agency’s Cultural Participation Monitor, we now have a deep dive into the specific impacts on people’s wellbeing. The … Read more
Using hashtags #CultureInQuarantine and #MuseumAtHome, this article explores how cultural organisations and audiences, freshly locked down at home in early 2020, were finding new ways to engage and interact with each other.