A major survey into cultural marketing practices in the UK has found a widespread mismatch between marketers perceptions of the value and potential of e-marketing and their own expertise at using email and the web for marketing purposes. In the survey, commissioned by London Calling and conducted by MORI in October this year, digital marketing was identified by those working in the performing arts as the area of marketing expenditure that was most likely to offer the highest return on investment. Although expenditure on digital marketing techniques currently accounts for only 6% of marketing budgets, investment in email and website development is predicted to grow proportionately more than for any other type of marketing activity in the year ahead.
Currently, only one quarter of arts organisations make use of these technologies and have set aside budgets to explore latest innovations, while 30% have no budget for testing digital marketing techniques, and 18% admit that they dont yet understand the use of digital marketing. The use of e-marketing channels also tops the list of arts marketers training needs, with 58% of survey respondents recognising this as a training need for them personally, and 66% of marketing directors believing this to be an area where their team as a whole needs further training and support. Commenting on the findings, John Nicholls, Managing Director of London Calling, said, In the survey, 73% of arts marketers say that targeting existing attenders is a key priority for their organisations, and 19% admit that they have difficulty communicating with young adults. Digital marketing techniques can help to address both of these issues, and have the potential to be a very effective complement to print distribution in reaching potential audiences.
Published: 05-12-2005