Most arts organizations are allocating a larger percentage of their budgets to digital marketing. Capacity Interactive’s 2016 Digital Marketing Benchmark Study showed that the percentage of marketing budgets allocated to digital across arts organizations increased to 29%, up from 22% in 2014 and 24% in 2015. But 100%?
One organization, The Phoenix Symphony, is planning to allocate 100% of their single ticket marketing budget to digital for the 2017-2018 season. In this session, Todd Vigil, the Symphony’s Chief Marketing Officer, will talk about the company’s digital evolution and show how he used data and experimentation to arrive at this progressive budget.