Page 51 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201551A study published by dosdoce.com1 lists a number of points on how companies belonging to the cultural world are analysing ways of embarking on the new forms of communication and how important good Internet use is:• For promoting art in general (81%)• For boosting the engagement of the public (78% )Like other sectors, the world of culture needsto think further ahead, as marketing aimedat selling more and disseminating work is not enough: what about the possibility of forging lasting relationships? What about the unique experiences people are seeking?... Basically, how do we factor in what people want?In other words, the cultural world urgently needs to make people not the product the cen- trepiece of its digital activity in order to attract attention, speak of relationships and dialogue and achieve two-way communication so that we can constantly adapt how we present products and services to the market... as consumers need them.Companies in the cultural world are naturally generators of content and for a long time, owing to the development of content marketing, the cultural world has been capable (thanks to the content it naturally generates) of enticing audiences interested in keeping abreast of news related in some way to the cultural industry. But, as we shall see in due course, they havelimited themselves to constantly stressing the awareness phase, venturing no further.PRODUCT/SERVICE CENTRICInterruptFight for attentionIt doesn’t matter what you need, I’ll show you what I’ve got One-wayVersusCUSTOMER CENTRICAttract Relations Solutions Dialogue Help Two-wayDigital challenges in the cultural worldBut the world of culture cannot remain onthe side-lines of this digital revolution that is directly affecting how these cultural products are consumed and, accordingly, access to art and culture from any point of view.Companies in the cultural world generate content, but have limited themselves to stressing the awareness phase, venturing no further.Continuing with the reflection on the cultural world’s need to make people the centrepiece of their digital activities, this entails coming toMarta Rodríguez