It’s Here! The 2017 Digital Marketing Benchmark Study


By: Ceci Dadisman

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 –>

Ceci Dadisman
Ceci Dadisman
Ceci Dadisman is a marketing professional with more than 15 years of experience creating effective communications campaigns utilizing innovative, forward thinking methods. She is nationally recognized as a leader in digital marketing and specializes in multichannel communications campaigns. A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, Museums and the Web, National Arts Marketing Project, Arts Midwest, American Alliance of Museums, OPERA America, Midwest Museums Association, and Chorus America in addition to many other local and regional events. Known for her easy-going and vernacular style, she creates open learning environments with an emphasis on information sharing and useful takeaways. She is a member of the National Arts Marketing Project Advisory Committee and the West Virginia University College of Creative Arts Visiting Committee, and is a mentor in West Virginia University’s Creative Consultant program. She also teaches the arts marketing course at West Virginia University’s College of Creative Arts and is on the faculty of Chorus America’s Chorus Management Institute. Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University’s College of Creative Arts. She currently lives in Cleveland, Ohio.
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