Page 52 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet52terms with the fact that the cultural product or service is no longer the main focus of the conversation.We are aware that every day millions of people switch on some device or another to consume information. Cultural companies (music, film, theatres, museums, books...) cannot affordto limit their presence in the digital world to catalogues of what they have to offer. These companies are experiencing how capturing (an increasingly difficult task) the attention of people in order to “launch” their offering is failing to achieve the twofold goal of Internet growth:• Launch the right offer at the right time, to the right person.• Create your own conversion cochannel.It might be said that, unlike in other sectors, the desired conversion in the cultural world should achieve this threefold aim:• Information: the user must be aware of the existence of the cultural product or event (and, if appropriate, basic information on the address, characteristics of the work, times, current exhibitions, collection, entrances, added services, etc.).• Persuasion: the person must be convinced of the need for the cultural product or event (e.g. attending the exhibition) using arguments consisting of emotional aspects (we are talking about art) and also rational aspects. All this in order to underline the prestige, recognition and intangible valuesderived from acquiring the literary work or attending the cultural event.• Education: provide consumers with the intellectual tools and interpretation codes they need to be able to evaluate the artwork in a thorough and, above all, emotionally satisfying manner.Over and over again we hear that concepts once so widely used such as B2B or B2C have disap- peared, replaced by new concepts such as H2H. I have always thought that there is nothing that makes more sense in the digital world than to be thinking about an ongoing dialogue that can only achieve its height of development with H2H. A person with sensitivity and emotions speaks to another with sensitivity and emotions.In the culture sector the emotional component is one of the most important aspects at each stage of the purchase process.We should not lose sight of this point in the cultural world, where the emotional component is one of the most important aspects at each stage of people’s purchase process: dialogue is the basis for detecting these emotions, which will allow faster progress along the path to conversion.The world of culture must adapt to this new form of consuming information. The change that should undoubtedly be established as a basis is the purchasing experience: what culture is capable of making people feel. This experienceInbound for the cultural world