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| Titel |
AMA Benchmarking : a report on the effectiveness of arts organisations' e-marketing activity |
| Auteur |
J. Aldridge |
| Corporatieve auteur |
Arts marketing association |
| Plaats van uitgave |
Cambridge |
| Uitgever |
Arts marketing association |
| Jaar van uitgave |
2003
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| Annotatie |
59 p. : bijl., tab. ; 30 cm. - With summary
164 Kb
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| Trefwoorden |
marketingtheorie, publiciteit, internet, fondsenwerving, culturele organisaties, culturele accommodaties, publiek, Verenigd Koninkrijk, onderzoeksrapporten (vorm) |
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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. |
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