Page 58 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet58• The buyer personas.• The workflows, or relationship paths that will exist in each buyer persona.• The buyers’ journeys.• Objectives for each phase.2.- Continuous optimisation of digital assetsOnce these features have been fully created and defined, we must set about optimising and creating content in order to give meaning to each phase, and contributing to the progressive completion of the workflows.We must therefore be capable of generating and optimising content (placing it in context, as I shall explain in due course) and aligning the conversion funnel with the buyer’s journey.This scalable model that should be appliedto companies in the cultural world, based on establishing relationships with the people who are or should be drawn into our digital ecosys- tem, is called inbound. It provides a different approach to the market, as we have seen: working to attract them, get to know them, talk to them and accordingly identify moments and opportunities constantly over time. In the culture sector inbound means creating a digital strategy capable of attracting the people who wish to come into contact with your cultural products or services.Why an inbound-based digital strategy for the cultural world?The answers to the above thoughts lie in the ability to implement a digital strategy for each of these cultural activities based on creating unique relationships and experiences at each stage of the cultural sales process.How can these challenges be successfully addressed in the cultural world?Creating people-centred relationships or dialogues (inbound) makes it possible to enrich conversations, detect changes and adapt to them.Statistics show that more than 90% of purchases stem from Internet searches and that search results beyond the third page are rarely viewed; in other words, if you really want to be found,Awareness Consideration DecisionInbound for the cultural world