Page 61 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201561life. In order for this to be possible, there must necessarily be a dialogue.Awareness - Consideration - DecisionThis dialogue must also be adapted to each buyer’s digital journey.We will now take a look at the most important elements of an inbound-based strategy, which must be built on firm foundations as I com- mented in the previous section on building a scalable model.These basic elements that must be built into the inbound digital strategy for the culture sector are:Conversion funnelA predictive analytical model used as a pipeline forecast and a mechanism for tracking the times and phases each person goes through when they interact with us.I have already pointed out that companies inthe culture sector are naturally generators of content and for some time now this content has been capable of attracting audiences interested in keeping abreast of news that is related in some way to the culture industry; however, these cultural companies have focused their marketing effort on launching sales messages to people who may not have identified the opportunity or the name of this opportunity and were beginningto have contact with the company or cultural product... without yet knowing their moti- vations or the challenges or opportunities we might discover in these people. That is, we still see how messages on finalising cultural plans or on the sale of cultural projects that should only be sent to people at the bottom of the funnel (BOTF) are being sent to people at the top of the funnel (TOFU).The inbound model is a unifiedand coordinated strategy based on marketing content, oriented to users’ natural attraction in a continuous manner.One of the secrets thus lies in supplying quality content to the funnel (the company therefore requires in-house professionals capable of producing it or must work with an agency that can create it for them): being able to create significant, independent and contextual content that can help potential customers make com- plete information decisions. In other words, the winning formula is to be capable of gradually adapting to the funnel (context) with increas- ingly interesting content that helps each person make decisions.Marta Rodríguez