Marketing and sponsorship in a digital age

Marketing and sponsorship in a digital age

There's a revolution taking place. Media platforms are increasingly fragmented, consumers can control what they watch, listen to, read and see. Social media is now a dominant force in many people's lives and power is now in the hands of the consumer – not the brand.

How do you develop a marketing campaign for an audience in this digital chaos? How do you access hard to reach consumers? The marketing profession is asking itself these questions right now and increasingly looking to one place for the answers – the arts.

It isn't just about logo placements and online advertising, or combining the flexibility of the digital platform with the traditional flair of the arts. So what is it about? New work by Arts & Business explores and demonstrates how marketers can use the arts in their digital campaigns and what the benefits are.

Below are downloadable case studies of practical examples of how arts and business organisations can learn and benefit from each other using digital technology.