Thinking digital

There is a lot of scope to engage people through connections with cultural venues. For example, more than 22 million people visit the Southbank Centre site every year, offering huge potential for the venue’s brand partners.

southbank

However, marketers need to think carefully about how they execute that connection. Brands watching both the trends for an increasing interest in culture and the dominance of the digital space, should be tapping into the desire for knowledge and experience by offering multiple channels and supporting live experiences with digital and other routes. Marketers should also be thinking about how they can use new technologies to enable audiences to move beyond passive watching or listening to arts content towards a more immersive experience where they contribute to its creation.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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