The 2016 Arts Industry Digital Marketing Benchmark Study Is Here


By: Ceci Dadisman

In: Marketing & Communications

Each year, the folks at Capacity Interactive publish the results of a comprehensive survey of digital marketing at arts organizations around the country.  The data provides not only information about what arts marketers are doing out in the field, but also can serve as a benchmark to see how your organization stacks up against your peers.

ain't no party like a stats party

Some key takeaways, as identified on Capacity’s website, are:

Arts organizations are underinvesting in websites, particularly mobile experiences.

  • 63% of organizations indicated they did not have enough budget to adequately maintain their websites.
  • 39% of organizations reported not having a mobile-friendly ticketing path, 37% reported not having a mobile “select-your-own-seat” module, and 61% reported not having a mobile-friendly subscription path.

The industry is underinvesting in content and digital marketing compared to other industries.

  • 49% of organizations indicated that “creating compelling content” was a challenge. 57% of organizations spent 5% or less of their budget creating content for the web/social.
  • The percentage of advertising budget allocated to digital advertising increased to 29%, up from 24% the year prior.

For the fifth year in a row, “not enough budget” was the biggest challenge for organizations in implementing digital initiatives.

  • 63% of organizations listed limited budgets as a challenge for them. 44% said “not enough internal knowledge” was a challenge. Only 15% of organizations listed “no leadership support,” the lowest this has ever been.

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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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