Page 65 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201565certain moments in digital life will disappear, change or evolve. In the cultural world more than in any other, the dialogue created should help us remain attentive to any change in consumer habits: methods of payment, forms of leisure, free time, etc., that have a direct effect on how culture is consumed, whether it is books, films, shows, etc...Therefore, I again stress, although being able to create these buyer personas at the initial moment of establishing and building the inbound model is all-important, we mustbe willing and prepared to allow it to evolve towards constantly modifying how we present solutions or opportunities for our products and services with respect to developments in buyer personas’ habits.Automation toolNowadays it is possible to ensure that technol- ogy goes hand-in-hand with marketing. Thanks to this technology, it is possible to create a digital dialogue on the basis of which companies in the cultural world can constantly adapt how they present their products or services.Thanks to technology, the culture sector can create digital dialogue and adapt how it presents its products or services.In a digital strategy based on creating constant and lasting relationships by working on people’s natural attraction (inbound), the automationtool is another key aspect, on a par with creating content in context.There are several automation tools on the market:It is very important to realise that this tool should not be adopted from a technological viewpoint: it should be regarded as a meansof meeting all the challenges dealt with in the previous sections – i.e. always focusing on establishing dialogue with the person who joins your ecosystem in some way or another – and should therefore make it possible to:• Obtain full information on the behaviour of each person (anonymous or otherwise) with respect to the digital assets we have progressively created.• Cross check information constantly with what each person tells us they prefer or like (the answers they progressively give us as a result of the workflows we have established).• Cultivate a relationship with each of these people.• Automate marketing processes.• Boost communication efficiency and effectiveness.Marta Rodríguez