Page 62 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet62Certainly, being able to set aside a budget for pre-awareness campaigns (i.e. display adver- tising) and orient it towards lead-generating campaigns, identifying the name of the opportunity, in order to make decisions so that consumers advance along the funnel and their buyer’s journey poses quite a challenge to companies in the culture sector.An inbound-based digital strategy thusconsists in being able to build each company’s conversion funnel at this prior stage so that we can outline the workflows in order to succeed in attracting people to our digital circuit, convert- ing them into leads and managing to complete the sale, and maintaining a relationship with them over time.At the same time, this funnel full of workflows (relationship pathways with the different buyer personas) should be aligned with the buyer’s journey of each of them: the information pathway that each person progressively needs in order to progress in decision making.Buyer’s journeyIrrespective of the themes with which we have managed to attract different people’s attention to our digital ecosystem, we must be capable of understanding the process of the buyer’s journey:Awareness - Consideration - Decision• At the awareness stage, the consumer begins to experience symptoms of a fear, problem, hope or opportunity. It therefore falls to us to understand this fact and give it a name. We must know how to speak to peoplewho don’t know they need us. This is only possible if, as commented at the start ofthis article, we are capable of changing our approach to the market by solving problems or locating opportunities. As people do not yet know they have a particular problem or opportunity, we must help them discoverit. To achieve this awareness in the cultural world, the message must be closely linked to the emotional aspect, but the focus must always be on the person and not on the cultural product.• At the consideration stage, people have puta name to their problem or opportunity. Therefore the aim here is to be able to understand all the methods and pathwaysfor solving the problem or addressing the opportunity. As at this stage the person is not yet sure of what the best solution is,we must help them through this type of content to detect possible solutions or names for these opportunities. A sales message at this stage can badly damage our chances of success in winning people’s confidence in us as reliable dialogue partners for helping them locate these solutions.• Lastly, the decision stage is when the person is willing to make up their mind, and we must help them make this final decision. Here they know what solutions there are, and have identified those that best suit them, and the task here consists in succeedingInbound for the cultural world