Ideas

The Evolved Role of the Marketing Department in Our Digital Age

July 18, 2017

I am thrilled to be keynoting Capacity Interactive’s Digital Marketing Boot Camp for the Arts this October. “Prepare to get your geek on.” That tagline is music to my geeky, data-loving ears.

As the Chief Market Engagement Officer at IMPACTS, my job involves translating big data concerning trends in audience behaviors and perspectives, and making it both accessible and actionable to the hard-working folks who run cultural institutions. I work with boards and executives at major institutions regarding data-informed best practices related to earned revenue, the visitor experience, creating access programs that actually work, and cultivating donors. My focus is on how audiences think and behave. After all, it is living and breathing human beings that arts organizations aim to educate and inspire.

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YouTube Brand Lift: Quantifying the Impact of YouTube Advertising

July 10, 2017

If you’ve spent time around CI, you’ll probably be able to recite this phrase by heart - permission marketing is about “turning strangers into friends, friends into customers, and customers into evangelists.” We believe in this strongly, and coupled with our love of data, it informs our strategy for clients. We’ve talked about how smart strategy built on this concept, even in the absence of perfect data, is paramount- but we are positively gleeful when a new tool emerges that turns a flashlight on a previously-dark corner.

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Q&A with Three Stellar Content Creators in the Arts

July 6, 2017

We asked Lauren Fitzgerald (Director of Marketing and Communications at the New 42nd Street), Amanda Fowler (Marketing Manager at Charlotte Ballet), and Aly Michaud (Digital Marketing Manager at Cincinnati Playhouse in the Park) questions about content creation and social storytelling. Everything from where they find creative inspiration to how they make content creation a priority at their organizations.

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Demystifying the Design Process: UX/UI Explained | Guest Blog Post

June 20, 2017

There are a lot of buzzwords in the digital design sphere. In this post, we’ll take a look at one of the more ubiquitous ones these days: User Experience and User Interface. I’ll fill you in on what these terms mean and why they’re important to your organization’s digital strategy.

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New Stats from Google on Mobile, Search, and Video: Takeaways for Arts Marketers

June 7, 2017

I recently wrote that a mobile optimized website, search, and video were among the top digital marketing priorities for 2017Some new powerful statistics were released by Google recently at the Google Marketing Next event that are a good supplement to that post.

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Important (But Misunderstood) Google Analytics Metrics - Part Two: Pages Per Session and Average Session Duration

June 6, 2017

Nobody likes to be misunderstood. This isn’t the beginning of an emo song - but rather a guide to help you understand some important, but often misunderstood metrics in Google Analytics (GA). Last time, we focused on bounce rate. Today, we will focus on pages per session and average session duration.

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Hi, CI! Priya Iyer, Senior Analyst

May 26, 2017

Hi, CI! is our monthly series featuring the best team we know - the Capacity Interactive team! You will learn more about the people who help arts organizations market smarter. This month, we're featuring one of our Senior Analysts, who loves Doonya, the arts, and is a passionate teacher inside and outside of work.

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Important (But Misunderstood) Google Analytics Metrics - Part One: Bounce Rate

May 24, 2017

Nobody likes to be misunderstood. This isn’t the beginning of an emo song but rather a guide to help you understand some important, but often misunderstood, metrics in Google Analytics (GA).

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Why You Shouldn’t Delete Your Performance/Exhibition Detail Pages

April 26, 2017

It’s time to announce your new season or exhibition and you’re ready to publish the detail pages on your website. Since last year’s landing pages are obsolete, you should just delete them, right? Think again.

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Hi, CI! Andrew Llewellyn, Digital Marketing Analyst

April 17, 2017

Hi, CI! is our monthly series featuring the best team we know - the Capacity Interactive team! You will learn more about the people who help arts organizations market smarter. This month, we're featuring one of our Digital Marketing Analysts, who is a trombonist, coffee lover, and an avid content creator. 

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Engage Community
Digital Marketing Boot Camp for the Arts

October 19-20, 2017
The TimesCenter, NYC

 

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Market Smarter
2016 Arts Industry Digital Marketing Benchmark Study

Want to see how your digital marketing efforts stack up with more than 180 arts organizations across the country? The 2016 Arts Industry Digital Marketing Benchmark Study is now available.

 

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CI to Eye 

Erik Gensler, the President of Capacity Interactive, speaks with thinkers and leaders inside and outside of the arts about leadership, marketing, organizational culture, and innovation.

 

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