Ideas

A few weeks ago, I was digging through the Google Analytics (GA) account of one of our projects. While this may not sound exciting, I love gleaning information that I can use to improve our projects and empower us to do a better job. What I actually encountered was something that will change our approach to web development at its core. I discovered a bit of data that will have a direct impact on the way our team does its job.

Over the past few years, the GA data on all websites we’ve built has justified investing in responsively designed sites. With non-desktop traffic hovering in the 50% range, we could clearly make the argument that desktop and mobile need to have equal investments in time and effort. But what happens when mobile traffic reaches 70%?

Ask the Industry features advice from arts marketers in their own words. We hope it will spark new ideas for your organization.

This month, we’re asking, “How can marketing and development departments successfully collaborate?” Gabriella Napoli and Rio Vander Stahl (Carnegie Hall), Christopher Hoodlet and Colette Randall (ICA/Boston) Belinda Bale and John Hart (The National Ballet of Canada) answer everything from what elements make their interdepartmental relationships successful to how they segment messaging and create compelling content for both ticket buyers and donors/members.

Almost 97 years passed between the first telephone call in 1876 and the first mobile phone call in 1973. In 1991, the World Wide Web became publicly available, and just 13 years later, a couple of kids launched Facebook from their dorm room. Three years after that, in 2007, Apple released the first iPhone and fundamentally altered how we engage with the web and with each other.

The Internet has brought us cat memes and viral ASMR videos, and our mobile devices have made it possible to watch them during meetings. It has brought us more relevant ads and better ways to measure their effectiveness, but it has also brought us data scandals and privacy concerns.

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 former theatrical costumer that turned her passion for creativity and storytelling into a new career in digital marketing. 

Facebook has transformed in-person events into a digital experience. In fact, 490 million people use Facebook Page events every month, and 38 million events are created by Facebook Pages. Once a user joins an event, it’s automatically added to their Facebook calendar. They can also see if their friends are interested in or going to events near them.

Classics programming is at the heart and soul of what symphonies do. From Mozart to Mahler, symphonies breathe new life into these impactful pieces, carrying on centuries-old traditions of music, culture, and innovation.

That said, many symphonies have been challenged with year-over-year declines in classics attendance. While classics programming is the “raison d’être” for most symphonic organizations, pops programming (think Harry Potter and the Goblet of Fire™ in Concert) has become more of a draw for newer audiences.

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 Search Analysts who loves all things ballet and dance, has a newfound passion and talent for pottery, and brings her invaluable teaching skills to work every single day.

Cut a print ad, create a video. Sound familiar? It’s not just a catch phrase we throw around - it’s critical for arts organizations to create compelling video content.

In fact, 90% of customers report that product videos help them make purchasing decisions and 64% are more likely to buy a product online after watching a video about it. If you think about it, the arts are the envy of most industries when it comes to video content - we have an embarrassment of riches at our disposal.

CI to Eye is a podcast for arts leaders who want to reach their full potential. Each episode is created to help you become better at your job so you can help the arts move forward.

Picture this: It’s a beautiful June morning. Your mind is clear of polar vortexes or snowfall up to your waist. You’re beginning a Facebook ad campaign for an upcoming artist coming to your organization. You’ve been provided a gorgeous video, paired it with quippy copy, and tied it together with a clever call-to-action. You click ‘Publish,’ and your campaign should be live soon. How satisfying! Check that off of your to-do list. But, soon you (or your digital marketing team) get this email:

From: Facebook Ads Team
Subject: Some of Your Ads are Disapproved

#%!$*!. All of your hard work, down the drain. What do you do now? Rebuild the post? Sue Facebook for censorship?

Take a deep breath. Facebook’s ad review process has become stricter within the last year. You’re not alone. We have all been frustrated by how often gorgeous ads are not going live.