The 2016 Arts Industry Digital Marketing Benchmark Study Is Here


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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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.

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