Ideas

Best Practices for Creating Stunning (and Effective) Display Ads

September 18, 2017

Display ads are digital “billboards.” Just as someone drives down the highway and may see a billboard for a few seconds, someone scrolls through their phone or PC and sees a display ad on their screen for a few seconds. You must capitalize on that moment to capture someone’s attention before they keep scrolling.

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Launching a Flexible, Agile, and Evolving Website with the Right Analytics Tools

September 13, 2017

The Challenge

When investing massive capital and human resources into a website redesign or update, how do you make the right design and content decisions to ensure a knockout site that meets stakeholders’ needs? We hope it comes as a huge relief to hear you can’t possibly make perfect and complete decisions at one preordained moment in time.

Thriving digitally today means your site (and your management of it) must be flexible and agile, evolving to meet the changing needs of users over time. So, how do you do this when your time and resources are finite?

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Customer Retention is Broken. Here's How to Fix It.

September 11, 2017

If I told you you’d lose 68% of your customers next year, you’d probably be a bit worried, right?

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Chutzpah, Hacking, and Other Lessons I Learned From Working in Israel

September 6, 2017

As a native Israeli and general tech enthusiast, I can’t help but feel proud when I hear of an Israeli start-up that gets acquired by some big company (some more famous acquisitions include Waze for ~$1 Billion, Viber for $900 Million, and Mobileye for $15 Billion). Many people wonder how it is possible that Israel – a country that is so small (about the size of NJ and a population less than NYC), that is so young, and whose economic roots are in agriculture – how can Israel be such a tech leader and start-up hub for the world?

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Hi, CI! Rachel Parks, Office Manager/Operations Associate

September 1, 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 our Office Manager/Operations Associate who is a logistics pro, a music lover, and former stage manager.

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Connecting with Patrons in Relevant Mobile Moments | Guest Blog Post

August 9, 2017

It’s not easy to sell convertibles in the rain. This was the challenge for Audi Canada as they attempted to increase test drives for their A3 Cabriolet convertible. How could they reach their customers in the most relevant context to sell more cars? They turned to the insights gleaned from their potential customers’ mobile devices. Audi launched a mobile ad campaign where customers could book test drives directly from the ad experience. These ads were targeted to people in close proximity to a dealership, prioritized via CRM data and displayed only on sunny days when they knew test drives would be more likely. By understanding the context of their customers’ lives through the clues they leave behind though their mobile devices, Audi increased test drives by 51% and drove $13M in new A3 Cabriolet sales.

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Getting the Most Bang for Your Buck with Video Content | Guest Blog Post

August 3, 2017

I love that we’re hearing more and more conversations in the arts world about the power of video. How video can propel your arts organization forward by lifting your brand, educating your audiences and encouraging wider reach through enthusiastic (and quickly multiplying) shares.

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Hi, CI! Jenny Kreizman, Senior Analyst

July 21, 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 is a web analytics geek, a flutist, and a knitting pro.

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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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Digital Marketing Boot Camp for the Arts

October 19-20, 2017
The TimesCenter, NYC

 

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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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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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