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Benchmarking Many arts organisations are realising the value of the Internet as a marketing and communications tool. They are spending more and more resources (staff time and money) on e-marketing. At the same time, these organisations struggle to assess the effectiveness of their websites and e-mail marketing. Indeed, many don't even realise that you can assess it. How many 'visits' do you need for your website to be 'successful'? What return should you expect on your investment in e-marketing?  Research: The AMA has carried out a pilot research study, funded by the Arts Council England, which ran from June – September 2003 with 32 arts organisations from across the UK taking part. 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. It gives an indication of where to expect your results to fall, for example, what percentage of those who visit your website are likely to convert to purchase a ticket? The options of what to analyse were endless. This research attempts to identify actionable metrics or ratios, that is, figures that participants can start acting upon immediately. For the purpose of this research pilot, we have focused on five key areas: 1. How effective are arts organisations at attracting visitors? 2. How effective are arts organisations at keeping visitors online? 3. How effective are arts organisations at bringing visitors back? 4. How effective are arts organisations at converting visitors? 5. What is the return on investment? Findings: A full report of the research findings can be downloaded here:  This report provides insights into how to develop your website to increase revenue, decrease costs, and maximise return on investment. Arts organisations should consider using this data to set realistic objectives and track progress overtime. Contact: To discuss the findings further, please contact: Julie Aldridge, Executive Director, AMA email: julie@a-m-a.co.uk or tel: 01223 578078 |
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About | Events | Services | Networking | Membership Arts Marketing Association, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN Tel: 01223 578078 Fax: 01223 245862 Email: info@a-m-a.co.uk |
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