CultureHive > Tags > digital marketing
19th July 2013 Sara Lock

Resources tagged with "digital marketing"

AMA Digital Marketing Day 2018: Adam Koszary

One of three, 5-minute screencasts made for AMA Digital Marketing Day 2018.

By Adam KoszaryPublished:2019 Type: blog


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How to…develop a meaningful digital strategy

Katie Moffat, Head of Digital at The Audience Agency outlines four fundamental principles underpinning a successful digital strategy.

By The Audience AgencyPublished:2019 Type: article


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Growth hacking explained: what it is and how can it benefit you?

Is growth hacking just another digital buzzword or the best way to achieve real competitive advantage? Sophie Elizabeth Smith takes us through the fundamentals.

Published:2019 Type: blog


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Behind the Scenes: Dorset Moon – one small step to giant success

In the final of three blogs looking behind the scenes at a major project across Dorset, arts marketer, Director of storytelling agency, Storiie and AMA member Laura Mulheron takes us through the final phase of Dorset Moon featuring Luke Jerram’s Museum of the Moon.

By Laura MulhernPublished:2019 Type: blog


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Developing social media guidelines

Keep your activity on track and consistent with this simple toolkit for developing social media guidelines.

Published:2017 Type: guide-toolkit


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Effective Website Design (training video)

Learn how to take a strategic approach to developing or redeveloping your organisation's website to ensure it contributes to the success of your organisation.

By Jack HarrisPublished:2016 Type: guide-toolkit


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20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.

By Heather MaitlandPublished:2016 Type: guide-toolkit


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AMA Conference 2015 Advanced Arena Collection

This AMA conference 2015 collection explores big data, embedding digital experimentation and the cultural organisation of the future.

By Nija Dalal, Kate FeldPublished:2016 Type: article


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Digital Marketing Academy report

Discover more about Digital Marketing Academy 1.0. This report includes an overview of the programme, case studies from three of the Fellows, details of the experiments that took place and the impact they had on their organisations.

Published:2015 Type: case-study


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Guide to measuring return on investment (ROI)

Discover what ROI is, how to use it to your advantage and how it can and should be applied to the marketing choices we make as we plan.

By Carol JonesPublished:2015 Type: guide-toolkit


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Understanding mobile and tablet use of your website

This guide was commissioned by The Audience Agency from Culture24 as part of Audience Finder. Learn how to gather evidence about device-specific user behaviour on your website, when you need to do something about it and what you should be considering.

By Culture24Published:2015 Type: guide-toolkit


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Search Engine Optimisation (SEO) for cultural content producers

This resource, commissioned by The Audience Agency from Culture24 as part of Audience Finder, is aimed at content producers within cultural organisations. No previous Search Engine Optimisation (SEO) knowledge is necessary, and this resource does not seek to cover the more technical SEO practices.

By Culture24Published:2015 Type: guide-toolkit


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Digital glue — marketing and programming working together

Explore how marketing and programming teams can work together and how digital projects can bring together marketing, art and audience. This is a transcript from a session at Digital First, featuring presentations by Chloe Rickard from Kneehigh and Sarah Ellis from the Royal Shakespeare Company.

By Chloe Rickard, Sarah EllisPublished:2014 Type: case-study


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Creating creative communication channels instead of just ‘information’

Johan Lindblom considers how a more strategic and creative approach to communications can play an even bigger part in marketing. This article was first published on Idek, a blog based in Sweden.

By Johan LindblomPublished:2014 Type: article


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Are you on Wikipedia?

First published on Idek a cultural marketing blog based in Sweden, this article by Håkan Färje from the National Library of Sweden, considers the extent to which a cultural institution can or should use Wikipedia.

Published:2014 Type: article


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An Arts Audiences Google Mentoring Report – Chester Beatty Library

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. The Google Mentoring scheme is a partnership between Google and Arts Audiences. Each year four arts organisations are selected to participate in the Google Mentoring scheme.  The scheme, which has been running since 2009, partners an expert from Google with each organisation to assist in developing their digital marketing. Over a four month …

Published:2014 Type: case-study


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Using film to promote the magic of libraries

Time To Read - a partnership of people working in 22 library authorities in North West England - shares its experience of commissioning a video to promote reading and libraries.

By Jane MathiesonPublished:2014 Type: case-study


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The V&A Channel: making and sharing short films

In March 2010 the Victoria and Albert Museum launched its online platform the V&A Channel to house an exciting and ever-changing output of high-quality films relating to the Museum and its activities.  The aim was to create a distinctive and compelling content provider, and bring the innovative approach and philosophy of the Museum's V&A magazine to film. This case study describes how the Channel has been developed and managed, and how the V&A uses the films in as many ways as possible to make the most of the content.

By Katie MoffatPublished:2014 Type: case-study


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Manchester Literature Festival’s 2013 digital marketing campaign

The Manchester Literature Festival has taken place every October since 2006 and is the city’s largest literary event. In this case study, Kate Feld describes the Festival's 2013 online digital marketing campaign, which included e-newsletters, Facebook, Twitter and blogging. The success of this campaign, particularly its social media activity, contributed to the Festival attracting a larger and more diverse audience, with increased engagement with the event.

Published:2014 Type: case-study


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Developing a new website

Brighton Dome is the major arts and cultural provider in Brighton and Hove and offers year-round high quality performances across all art forms. In May Brighton Dome also produces the annual Brighton Festival - a high-profile, three-week international producing and commissioning arts festival. This case study describes how the Brighton Dome redeveloped its website and digital platforms as part of a CRM and rebrand project.

Published:2013 Type: case-study


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The impact of digital devices on video advertising

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, considers the different roles that digital devices (mobile, tablet, laptop) can play in our lives based on how we use them and the implications for digital marketing activity.  It makes reference to a recent study published in the Journal of Advertising Research that explored the effectiveness of video advertising and how it is impacted by the different devices used.

Published:2013 Type: article


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Digital data – analytics are not just for nerds

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, discusses the importance of website analytics and provides a brief overview of two approaches to analysing digital data.

By Owen ButtolphPublished:2013 Type: article


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Using Google+ to run a bold experiment in digital theatre

The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013.  Characters in Midsummer Night's Dreaming (#dream40) also shared snippets - photos, text updates and videos - about the story on the RSC’s Google+ page as it played out, as would happen on social media about a real life event.  

Published:2013 Type: case-study


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Effective search engine optimisation and online visibility for arts organisations

The Globe is a rural arts venue based in the town of Hay-on-Wye in Powys. It’s used for live music, theatre, art exhibitions, community groups, debates, workshops and as a general cafe/restaurant. Since relaunching its website, improving its search engine optimisation, user experience and digital marketing practices, the Globe has seen a dramatic change in its online presence. This case study describes the ways in which the Globe improved its online visibility.

Published:2013 Type: case-study


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Strengths and weaknesses of mobile marketing platforms

Nancy Proctor analyses some of the strengths and weaknesses of three popular mobile marketing platforms.

By Nancy ProctorPublished:2013 Type: article


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Tweet seats

Twitter is an important platform for Providence Performing Arts Center (PPAC) in Rhode Island, US, to raise awareness of new shows and events. This case study explains how PPAC designates special seats within the auditorium to individuals who tweet about a show whilst they are watching the performance. Tweet seats aims to help raise the profile of the venue and introduce PPAC to new audiences.

Published:2013 Type: case-study


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Involving consumers in your promotions

In this article Anna Rafferty explains how Penguin Books has developed a more meaningful and intimate relationship with consumers, in her case readers. She gives examples of promotions including the invitation to write a blog reviewing a Penguin Classic and the involvement of teenagers in the launch of a website to promote teen books.

Published:2013 Type: article


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How mobile can reach out to a non-traditional arts audience

Background In early 2011 Thought Den were commissioned to produce a playful mobile-based experience to take Tate's collection of artworks beyond the physical walls of the gallery. Their previous app, Tate Trumps, was hailed as a game-changer and demonstrated public appetite for mobile experiences. Magic Tate Ball was designed to appeal to more casual mobile users on an international scale. The target audience It was important the mobile application appealed not just to existing fans of Tate and their collection, but to a wider audience with only a casual or passing interest in art. People who are interested in a more playful experience than …

By Ben TempletonPublished:2013 Type: case-study


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Scottish Government's organ donation campaign

This non-arts case study demonstrates how the Scottish Government and its partner agencies used a strategy of ‘positive social norming’ to get over half a million people talking about organ donation. This paper outlines the rationale behind the new strategic approach (to get people talking) and the activity that underpinned the campaign. In particular, this case study is a great example of effective field and digital marketing. People were encouraged to publicly celebrate support for organ donation via a virtual wall of supporter photos and messages. And it worked.

Published:2013 Type: case-study


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A beginner’s guide to blogging for arts and cultural organisations

Master the art of blogging with this concise 12-point beginner's guide to getting a blog up and running.

By Kate FeldPublished:2013 Type: guide-toolkit


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Six points to consider before making a marketing video

When planning a marketing video it is important to identify its target audience and marketing objectives, and to ensure content is not overshadowed by artistic expression. A distribution strategy needs to be devised and, wherever possible, outcomes measured. This comprehensive guide identifies six key points to consider when planning a marketing video to ensure the video is first and foremost a marketing tool.

Published:2013 Type: guide-toolkit


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How to develop a successful mobile app

National Museums Scotland formally launched its Museum Explorer mobile app in October 2012. The app is available to download on iPhone, iPod Touch or iPad and challenges visitors to discover and explore the museum by tracking down nine mystery objects to find 4-digit codes to unlock special explorer badges. Collecting all nine badges enables visitors to become the ultimate museum explorer. In this case study, Hugh Wallace, Head of Digital Media at National Museums Scotland, describes the processes behind the development of this new app.

Published:2013 Type: case-study


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Collaborative digital marketing for cultural tourism

The website creativetourist.com began as a collaborative digital marketing campaign for the Manchester Museums Consortium - nine of the large museums and galleries in Manchester city centre and The Quays. It now averages 50,000 unique hits a month from a highly engaged and loyal cultural readership, and has broadened its remit to promote cultural activities across the city and the North. This case study describes how the creation of this site helped to develop joint marketing and partnership working between the cultural and tourism sector aimed at the cultural tourist; culturally motivated visitors looking for memorable cultural experiences.

Published:2013 Type: case-study


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How Manchester Museum uses blogs to encourage participation

The ways in which Manchester Museum shares information and engages with its visitors has changed considerably in recent years. Since its first blog was published in 2007, the number of Manchester Museum blogs has grown. In this case study, Steve Devine, new media officer at Manchester Museum, discusses how blogging allows the museum to broadcast information but more importantly allows its visitors to participate and get involved. Blogs enable small but passionate niche audiences to engage globally.

Published:2013 Type: case-study


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Maintaining successful profiles across multiple social media platforms

London's Horniman Museum and Gardens has a very visible and varied social media presence, posting a wide variety of content to multiple platforms. In this case study, Adrian Murphy, digital media manager at the museum, explains how a digital team of just two people manages this prolific social media activity.

Published:2013 Type: case-study


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Building a community and maintaining momentum with a biennial event

The Manchester International Festival (MIF) is a biennial international arts and culture festival with a focus on original new work. In this case study, Katie Moffat, social media and digital communications consultant, speaks to Robert Martin, digital marketing manager at MIF about the Festival's digital marketing strategy. To level off the peaks and troughs of audience engagement associated with biennial events, the MIF engages with its online communities - its blog, Twitter account and Facebook page - all year round, not just immediately before or during the festival.

Published:2013 Type: case-study


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Hyperlocal journalism and your cultural organisation

What is ‘hyperlocal’ journalism and how can it help you? Local websites and blogs can be both a useful source of information and also a vital link to communities for arts and cultural audiences as Sarah Hartley from hyperlocal experts Talk About Local explains in this guide.

Published:2013 Type: guide-toolkit


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Typography and illustration as effective marketing tools

This guide explores how hand-crafted lettering and illustration can make your brand stand out.

By Charlotte Mary RosePublished:2013 Type: guide-toolkit


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Developing apps to raise awareness and drive exhibition attendance

A case study following the development of the Museum of London's iPhone and iPad app to coincide with their Dickens and London exhibition. Explains the background to the project, the objectives behind creating an app, the process of building the app, and the outcomes. Discover what the museum discovered around app pricing and driving footfall to physical locations with a digital campaign.

By Vicky LeePublished:2013 Type: case-study


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Ways to approach digital marketing

Digital tactics replace stations and channels replace lines in this digital marketing plan inspired by the iconic London Underground Tube map. From social media and CRM through to analytics and email marketing, this map presents an overview of the digital opportunities available to cultural marketers.

By Hallam Internet LimitedPublished:2013 Type: guide-toolkit


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