It’s Here! The 2017 Digital Marketing Benchmark Study


It is one of the best times of year! Capacity Interactive has published their most recent Arts Industry Digital Marketing Benchmarking Study findings.

In looking at these findings year-over-year, it is interesting to see what has changed and what hasn’t. I highly recommend that you download the report for yourself, but here are some tidbits I found particularly interesting:

We asked how organizations are informing their new site designs and found that, overall, patron-focused and data-informed inputs do not lead the charge. For example, whereas 62% of the surveyed organizations said they considered internal needs and priorities in their latest website redesign, only 25% utilized analytics data. In fact, the use of analytics data was only slightly more common than drawing on the opinions of leadership and board members (selected by 24% of the respondents).

Organizations reported that pre- or post-performance, exhibition, or event emails, as well as triggered emails based on patron behavior, yielded impressive open rates ranging between 44-50%. This range is far above the average 26% reported for more commonly used newsletters or promotions.

The reported number of overall website visitor sessions correlates with operating budget size but, strikingly, the percentage of mobile visitors does not. In fact, the average percentage of website visitors that arrived via mobile was 43% and the averages for each operating budget size only varied between 41% and 44%. Furthermore, mobile visitation was remarkably consistent across all volumes of website visitors.

Download the full report –>

About Ceci Dadisman

Ceci is a multi-faceted marketing professional with more than 10 years of experience successfully marketing the arts and nonprofits utilizing innovative and cutting-edge initiatives. She is nationally recognized as a leader in digital and social media marketing and specializes in the integration of digital marketing and technology into traditional marketing methods.

A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, National Arts Marketing Project, Arts Midwest, OPERA America, and Chorus America in addition to many other local and regional events.

Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University. She currently lives in Cleveland and makes digital marketing magic at FORM, an agency that works exclusively with arts + culture and nonprofit organizations.

Leave a Comment

Send this to a friend