We’re very excited to announce the launch of the CultureHive Digital Marketing Academy, a seven-month programme to drive digital marketing innovation in the cultural sector. Leading marketers from organisations across England have been selected as Digital Marketing Academy fellows to conduct 20 experiments. They are being partnered with six expert digital mentors from around the world – a mix of marketers, mavericks and technologists – who all have a passion for developing audiences. The processes and outcomes of the experiments will be shared widely, in order to benefit everyone in the cultural sector.
The Digital Marketing Academy is entirely taking place online. We’ve created a web-based environment where participants can bounce ideas off their peers, get thinking around the use of digital marketing techniques and technology and find new ways of working.
The Digital Marketing Academy fellows include professionals from across the arts sector. Fellows and mentors were welcomed to the programme at an online launch event by Sir Peter Bazalgette, Chair of Arts Council England. Three leading international digital marketing and technology practitioners then presented a series of provocations to kick-start the first round of experiments. You can view the provocations online. The Digital Marketing Academy website will be continuously evolving, with input from the wider sector as well as the fellows and mentors, to help drive digital innovation in the cultural sector.
Carol Jones, who is managing the Digital Marketing Academy, said: “The Academy is focused on driving new ways of thinking, doing and sharing approaches to digital marketing. It’s all online and focused on marketing experiments, but that doesn’t mean it’s all about tech or about narrow definitions of innovation.
“It’s really about putting audiences back at the heart of digital, whether that’s improving the customer journey or finding deeper, more meaningful (and fun) ways to engage and take part.”
The CultureHive Digital Marketing Academy is an initiative of CultureHive best practice, managed by the Arts Marketing Association, in partnership with The Audience Agency, part of Art Council England’s Audience Focus programme, supported by Lottery funding.