Introduction to Five Case Studies
If there is a message from the pioneers of digital marketing in the arts, it’s that now is the time to experiment: Risk is low because cost is cheap. The online culture is playful and encouraging. A showering of do-it-yourself tools and service providers has eased the hassle. And results can be virtually instantaneous, a boost to other flagging efforts. Here's a closer look at five campaigns involving digital means to reposition a brand, involve the community in the creative process, raise project money, reach a last-minute audience, and build broad awareness of a big event.
Nancy Malitz has been writing about the intersection of the arts and technology for most of her career. She developed some of Gannett Media's first newspaper websites and worked on strategic projects for media change.