Digital era has reached culture or the other way round?
No question that traditional ways of servicing traditional audiences were no longer sustainable. Cultural institutions are active on social platforms, share their contents at online channels, stream live or have online radio on their own . It is not only that new media has influenced the way culture marketers communicate to their audiences, but by now, cultural demands have impact and form the tools and platforms serving their needs.
Concert halls are challenged
CULTURE.CRANE SURVEY kicked off with a qualitative query among prominent European concert halls. Results showed – among many other learnings – that institutions have joined in to digital trends, furthermore their marketing executives have estimated to be more digitally advanced then their classical audiences.
This also nicely indicates one of the key challenges they face: how to balance between satisfying current audience base and inviting new customers to set tomorrow’s concert-goers. The frequent public and the majority of subscribers are above 45-50+ years throughout Europe. They like to have printed publications, magazines, go to purchase tickets at the box office and have their preferred seats reserved.
So far ageing customers were replaced by new generations with similar media consumption habits. But this is not the case any longer. New generation of audience to come is already representing digital era and they need to be met online first. They make decisions based on peer recommendation, forum discussions and check out performers’ products on video channels.
It is only question of time when digital advance of halls and marketers will disappear.
Download complete summary of CULTURE.CRANE SURVEY 2015 at http://culturecrane.craneit.eu/download/