Ideas

2023 Digital Priorities: Google Machine Learning

January 25, 2023

If you regularly run Google Ad campaigns, say hello to your new best friends: dynamic ad formats, performance max campaigns, automated bidding, and data-driven attribution. All four solutions use automation to take the guesswork out of campaign management, saving you time and money in the long run.

Embracing Google’s machine learning and automation should be a top digital marketing priority in 2023 and beyond.

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2023 Digital Priorities: First-Party Data Strategy

January 11, 2023

The digital landscape evolves at a rapid pace—so what should you focus on in 2023? 

Over the next few weeks, we’ll dive into seven major areas that you should actually prioritize, starting with one of the most important keys to digital marketing success: a first-party data strategy. 

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Hot Tips for Holiday Campaigns

November 17, 2022

As the weather gets colder and windows get frosty, arts organizations are gearing up for their annual holiday shows. But in the flurry of the season, it’s hard to keep up with the competition. 

Your organization is competing with streaming services, ticket brokers, and dozens of other holiday events in your city. Plus, people are inundated with shopping ads that clutter the digital landscape. Revenue from holiday shows or end-of-year fundraising campaigns are crucial for many organizations, which means it’s time to level up your digital advertising game.

So, how do you cut through the noise, so you don't get iced out this winter? Read on to find out!

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Your Guide to Google Grants: What They Can and Can’t Do in 2022 and Beyond

September 27, 2022

The fall season is a lot like the digital landscape: things change fast. Just as green leaves fade into yellow and the air turns crisp and cool, digital marketing trends, platforms, and evolutions evolve at the speed of (dwindling) light. With recent news like the crumbling of third-party cookies and Responsive Search Ads (RSAs) becoming the only Search ad format, you may not have heard about the quiet, iterative updates to Google Ad Grants over the past few seasons.

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Branded Paid Search: Rise in the Rankings

June 8, 2022

Picture it: an enthusiastic ticket buyer opens a new browser window and types in your organization’s name. They’re ready to book a ticket to enjoy a special night out. But wait! What’s that at the top of the search engine results page? A ticket reseller! Before you know it, your eager attendee has bought their ticket from someone else.

The Google Grant is a powerful tool that supports nonprofit organizations with free media dollars for search engine marketing efforts, but it can’t always compete with paid search in the rankings. If you’re seeing declines in your Grant performance, it’s time to incorporate branded paid search to help your search ads break through the competitive landscape.

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Your Digital Strategy Priorities for 2022 and Beyond

March 9, 2022

The past two years have brought turmoil to us as individuals, digital marketers, and arts supporters. Our industry has faced an incredible amount of uncertainty and financial strain, while the happenings of the world around us have taken an emotional toll on our hearts. And yet, we’ve stuck to it. We’ve persevered. Why? Because we know the power of our industry. We know that the arts have the ability to change the way people see the world and their place in it, and that is undeniably worth it.

The arts help us heal from our history, even beyond the past two years. The arts help us remember the importance of connection and regain inspiration amidst the turmoil. The arts make this world a better place. So, we push—the world needs us to.

As we rebuild and reimagine the possibilities of our extraordinary sector, abundance is ripe to think big and beyond what we’ve been able to before, to disrupt the status quo, and to see new potential in our digital strategies.

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Google Image Extensions: A Picture’s Worth a Thousand Clicks

February 7, 2022

A picture is worth a thousand words, right? Well, with Google image extensions, a picture is also worth increased clicks and click-through rates for your search engine marketing strategy!

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Responsive Search Ads: What You Need to Know About Google’s New Default Ad Type

September 2, 2021

If you use Google Ads for search engine marketing (SEM), you’re probably already aware that Google made a significant shift a few months ago, changing the default ad type from expanded text ad (ETA) to responsive search ad (RSA) going forward. This week, Google also announced that they will officially be sunsetting ETA ads after June 2022.

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One Year Later: Digital Marketing Recommendations for Arts and Culture Reopenings

March 17, 2021

March 2020 feels like decades ago, but it was just one year ago the U.S. went into lockdown. We released a blog post to help arts marketers navigate these uncharted waters, but it was uncertain where this pandemic would lead us.

Throughout the course of a year, we saw the sheer resilience of arts administrators in the face of crisis. We pivoted to digital programming to bring art into our audiences' homes. We officially want to discard the word ‘pivot’ from our vocabulary. We explored new ways to keep our audiences engaged. But most of all, we were consistently reminded just how passionate and inventive the arts and cultural community can be.

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Boot Camp Livestream Roundup

May 1, 2020

This is your Boot Camp Livestream roundup. If you tuned in and you’re looking for a recap for yourself or to share with others, this is it. Maybe you missed the livestream and you’re eager to read the headlines about what you missed. Got you covered. And, if you missed the livestream and you're trying to figure out what to go back and watch, let this serve as a guide to help you choose what to dig into first!

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Author





Market Smarter
CI to Eye Podcast

Erik Gensler, President of Capacity Interactive, talks with leaders about marketing, organizational culture, innovation, and how cultural organizations can survive this pandemic. 

Listen Up


Market Smarter
Social Content Calendar for Arts Marketers

New year, new (and improved) social content calendar! Create content that’s thumb-stopping, relevant, and thoughtful to connect with audiences—all winter long.

Take Me There


Market Smarter
Boot Camp 2023

Be the first to know when Boot Camp 2023 tickets go on sale.

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Market Smarter
The Performing Arts Ticket Buyer Media Usage Study

Based on a survey of over 17,000 ticket buyers, this report sheds light on the shifting media consumption and buyer behavior of your core audience, with marketing insights to help you turn data into strategy.

Download the Study