Capacity Interactive, a New York-based digital marketing consulting agency for arts organizations, just released 2013 Performing Arts Digital Marketing Benchmark Study.
The study contains market research data from over 65 performing arts organizations and is designed to help answer questions that arts marketers may have about social media, digital advertising, web analytics, email, mobile and website maintenance.
Paid media budgets are shifting to digital
The number of arts organizations spending 16% or more of their paid budget on digital media more than doubled (58% in 2013 vs. 24% in 2012)
Almost every organization indicated they now use Faceboook ads (95%). Retargeting advertising saw the most significant increase year over year (77% vs. 46%)
Budget limitations are hindering success
65% of organizations indicated that a lack of budget was their largest hurdle in 2013
More than half of organizations indicated that they still did not have adequate budget to cover their website maintenance needs
Tracking and measurement are still a challenge, particularly for smaller organizations
55% of respondents indicated determining ROI was still a challenge with digital in 2013
Most larger organizations are using e-commerce tracking on their analytics platform, but smaller organizations are not taking advantage of the ability to tie user behavior to sales