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.
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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