Digital audience development
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This document discusses digital audience development for arts and cultural organizations. It defines digital audience development as using digital technology and media to encourage attendance, participation, and learning. It describes aspects of digital audience development including marketing, programming, education, customer care, and distribution. The document outlines obstacles to digital audience development such as organizational silos and priorities. It provides examples of digital acquisition and nurturing tactics like display ads, search ads, social media, and email. Finally, it offers tips for organizations to effectively implement digital audience development strategies.
![“Activity which is undertaken specifically
to meet the needs of existing and
potential audiences and to help arts [and
cultural] organisations to develop
ongoing relationships with audiences”](https://image.slidesharecdn.com/ama-webinar-digitalaudiencedevelopment-web-200501155126/85/Digital-audience-development-3-320.jpg)
Digital audience development
- 1. Digital audience development Chris Unitt, One Further
- 3. “Activity which is undertaken specifically to meet the needs of existing and potential audiences and to help arts [and cultural] organisations to develop ongoing relationships with audiences”
- 4. It can include aspects of: • marketing • commissioning/programming • education • customer care • distribution
- 6. “Using digital technology and media to encourage attendance, participation and/ or learning”
- 7. It can include aspects of: • marketing • commissioning/programming • education • customer care • distribution
- 11. Display Ads Search Ads SEO YouTube Social Email See Think Do Care
- 13. It can include aspects of: • marketing • commissioning/programming • education • customer care • distribution
- 14. It can include aspects of: • marketing • commissioning/programming • education • customer care • distribution
- 15. Obstacles 1. Mission/artistic imperative 2. Organisational silos 3. Organisational priorities 4. Funding and investment 5. People and know-how
- 17. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Audience Activity
- 18. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Audience Activity
- 19. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Audience Activity
- 20. Formats
- 29. Recreation Entertainment Self-enrichment Education Home schooling Remote teachers Eager learners Emotion Bored / lonely Stressed / scared https://www.slideshare.net/LyndaKelly/audience-segmentation-in-times-of-crisis
- 30. EY Future Consumer Index
- 33. Beyond The Curtain How Digital Media is Reshaping Theatre
- 34. We may not have a choice. Beyond Canada’s borders theatre companies are taking advantage of opportunities provided by the digital age. Canadians can now watch the National Theatre Live, Live from the Met and Live from Lincoln Centre at their local cinema, but apart from occasional exceptions cannot enjoy the best of what Canadian performing arts has to offer.
- 35. Collaboration
- 40. Value
- 43. Classes Udemy Teachable Skillshare Products Gumroad Shopify Podia WooCommerce Squarespace Wix Membership Patreon Podia Chargebee
- 44. Tips for digital audience development
- 45. 1. No dead ends 2. Capture emails 3. Target 4. Think about formats 5. Plan long-term 6. Work with others 7. Get to know your audience