2013 Performing Arts Digital Marketing Benchmark Survey Study by Capacity Interactive

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.

Key takeaways:

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

The access to the full report is available here.