From Roger Tomlinson, ACT Consultant Services
Bill Thompsons article about Web 2.0 and your editorial worries about foot-dragging arts organisations being slow adopters of new technology (AP issue 111, 5 December) overlook the fact that some arts organisations are already taking those steps. In my opinion Web 2.0 is a bit smoke and mirrors, but the interactivity at its heart is already making a difference for the early adopters. The Lowry in Salford, feeds web activity into its box office database so that e-marketing can be based on all customer behaviours. Amazon-style functionality has been implemented at the Edinburgh International Film Festival to boost attendances and frequency, so web visitors got if you wanted to see that, you will be interested in this alternatives, based on their behaviours and interests. And these are just a couple of examples. Let us celebrate the pioneers someone has to be at the bleeding edge. And yes everyone else needs to budget to follow them, and the consumers, into the technological future.
Published: 19-12-2005