AMA Benchmarking : a report on the effectiveness of arts organisations' e-marketing activity
TitelAMA Benchmarking : a report on the effectiveness of arts organisations' e-marketing activity
Auteur
Corporatieve auteur
Plaats van uitgaveCambridge
UitgeverArts marketing association
Jaar van uitgave2003
Materiaalboek
Annotatie59 p. : bijl., tab. ; 30 cm. - With summary
164 Kb
164 Kb
Onderwerpmarketingtheorie, publiciteit, internet, fondsenwerving, culturele organisaties, culturele accommodaties, publiek, Verenigd Koninkrijk, onderzoeksrapporten (vorm)
Digitaal document
Samenvatting
Many arts organisations are realising the value of the internet as a marketing and communications tool. At the same time, these organisations struggle to access the effectiveness of their websites and e-mail marketing. The aim of this pilot study was to provide a set of benchmarks or ranges of data that arts organisations can measure their e-marketing activity against. With focus on five key areas: how effective are organisations at attracting visitors, at keeping visitors online, at bringing visitors back, at converting visitors, and what is the return on investment.