We need to talk about mobile

In his book The Third Screen: Marketing to Your Customers in a World Gone Mobile, digital interactive marketplace pioneer Chuck Martin nailed in one sentence what it is about mobile that has made such a difference to us as marketers and arts organisations.

“Your customers are free from the confines of their homes, offices, and traditional media and retail environments.”

Chuck published these words almost five years ago back in 2011. We knew about mobile then, but now this new reality is really hitting home.

Our Optimiser Online Marketing Benchmarking study 2013-2015 has unearthed that 33% of visits to the 38 arts organisation participants’ websites are now made on mobile or tablet.

Optimiser Online Marketing Benchmarking Study – Creative New Zealand and The Audience Connection – 2013-2015

This compares with 15% two years ago.

These statistics mirror the continually increasing smartphone and iPad/tablet penetration in New Zealand – now 70% and 58% respectively according to the Research New Zealand’s Report on a Survey of New Zealanders’ Use of Smartphones and other Mobile Communication Devices 2015.

These numbers were 48% and 29% respectively two years ago.

In April 2015 Google responded to the global shift to mobile by publicly announcing they would prioritise mobile friendly sites in mobile search results and push others further down the list. Their new Mobile Friendly Test tool enables site owners to view Google’s assessment of their site for mobile friendliness.

We are now in a situation where becoming responsive is no longer an option if we want to remain connected to our audiences and have any sort of competitive advantage.

Learn how you can adapt to mobile in this recording of our February Optimiser webinar, featuring a case study from the NZ International Comedy Festival presented by Associate Director Lauren Whitney.

Optimise Conversation Starter 1: Talking mobile – view now on demand

Last month we launched our new Creative New Zealand Optimise video programme with our first Conversation Starter delivered via Google Hangouts on Air. In this 20-minute on-demand video, hear direct from three New Zealand arts marketers about what they have observed about their arts audiences on mobile over the last year and the learnings as they have gone through the journey of becoming mobile responsive. The panel interview is led by Vicki Allpress Hill of The Audience Connection with Helen Bartle from Creative New Zealand. Our panellists for this session were:

View now on demand

Optimise Conversation Starter: Three New Zealand arts marketers talk ‘mobile’

Female Cell phone close-up hand outdoor message sms e-mailJoin us for the first of our Conversation Starters later this month – one of our exciting new Optimise initiatives for 2015.

Three digitally savvy New Zealand arts marketers will share the opportunities; challenges and outcomes of developing their mobile responsive websites in this panel discussion to be held live on Google Hangouts and led by Vicki Allpress Hill of The Audience Connection with Helen Bartle from Creative New Zealand.

Visit Creative New Zealand’s YouTube channel on Wednesday 25 March 2015, from 10.30 to 10.50 a.m. to view this 20-minute discussion live.  Add this event to your calendar.

Our panelists will be:

  • Stuart Angel, Director of Business Partnerships and Marketing for Auckland Philharmonia Orchestra
  • Jane James, Events & Marketing Coordinator for Taranaki Arts Festival Trust
  • Candice de Villiers, Marketing and Communications Co-ordinator for Chamber Music New Zealand.

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18 free videos about online marketing for New Zealand arts marketers

Optimise Blog - post 1 050315Want to jump start your online marketing knowledge? Over the last three years we’ve curated a rich series of webinars on specific online marketing topics relevant to arts managers and arts marketers as part of the Creative New Zealand Optimise programme.

Our resource of on-demand videos leads you through 18 distinct topics from being strategic with social media to running paid online advertising campaigns, and from engaging audience through crowdfunding to search engine optimisation for arts organisations.

You can access the video collection any time at Creative New Zealand’s website. View now