Page 60 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet60The best way of beginning to build this scalable inbound model is to stop “marketing products” and start marketing the effect the product or service has on people, creating a dialogue with them in order to ascertain how to make decisions on the cultural product, investing in creating content that educates and accompanies people: the goal is to become their best advisor in order to help them see the best solution clearly.Implementing an inbound strategy thus entails:• Building stronger relationships.• Achieving differentiation.• Investing less money and achieving much better results.• Fast scaling through marketing automation (which I shall explain in due course), as it allows you to work on the different stages of the buyer’s journey simultaneously.In the world of culture, it is essential to realise that the time has come to stop deciding what people must consume and stop talking about products or services: working with inbound strategy in the culture sector means ceasingto decide for others and helping them decide instead.So what do we have to do? We have to become what people want to consume, become partof the conversation to detect what they want and how they want it and, more importantly, be capable of detecting the “momentums” atwhich people are willing to receive the sales message – which means supplying people with information and accompanying them on their personal journey.In other words: making people the centre ofall activity (this means thinking about their dreams, opportunities, challenges, problems, fears...), detecting how we are capable of creating dialogues or relationships, giving them decision-making power and unique experiences. We thus create an inbound-based digital strate- gy, which is none other than a market approach based on the natural attraction of people who want a relationship with me, continually over time, as stated previously.This is what an inbound model is: a unified and coordinated strategy based on marketing con- tent, oriented to users’ natural attraction in a continuous manner and to customer loyalty, making use of automation, gauging and con- stant optimisation of actions.Attract - Convert - Complete - Delight Stranger - Visitor - Lead - Customer - InfluencerI must approach people in a completely different manner depending on what stage of maturity they are at with respect to my product or service, accompanying them during the discovery, the options they find, and what this means in theirInbound for the cultural world