Reference no: EM133672171

Question 

Based on the 2016 Arts Industry Digital Marketing Benchmark Study (2016,) at the time, Arts organizations seemed to be underutilizing social media as a tool for marketing. Snapchat was a prominent feature of the time, but the trends have shifted with Instagram and Facebook as the primary locale that most social media users frequent. When I personally look for events and organizations, the first place I check is their social media. To coordinate an effective digital marketing strategy that reaches my target audience and drive an increase in interaction and sales, I would run Instagram ads. I might run Facebook ads, but in my experience, Instagram ads are most effective. Data analysis to me is the most important aspect of effective digital marketing, I focus on how many views of the content are translated to link visits. From there I analyze how link/ landing page visits were converted into ticket purchase, subscriptions, etc. I do freelance web design work/ social media management, with my experience in this area I understand that ads, tags and promotions are some of the most important features of digital marketing. The goal is to promote awareness and increase exposure, to increase the number of views of the content. With views comes awareness, with awareness comes interaction which leads to account follows/link/landing page views. An often overlooked area is the link/landing page. The website linked should be easily digestible and seamless to navigate. If potential patrons have to dig for what they're searching for, this can dissuade them from further interaction. The KPI's I find most useful to track are age, gender, and location. Age lets us know if we're attracting a specific audience or if it is a wide range, we can tailor newer content to attract other age ranges if we are lacking in some areas. Gender can indicate who identifies and resonates with our organization, it allows us to understand if our campaign is inclusive like we hope it will be. The importance of location can vary, for a brick-and-mortar arts organization, attracting the patronage of locals is most important. For a digital arts organization (for example, artsy.net,) understanding where your higher volume of sales is coming from allows you to direct attention to advertising in areas where sales volume is lower. The same tactic is often used for online e-commerce sales.