{"id":5206,"date":"2020-03-03T16:30:19","date_gmt":"2020-03-03T16:30:19","guid":{"rendered":"http:\/\/4tickets.cat\/?p=5206"},"modified":"2023-01-31T09:09:27","modified_gmt":"2023-01-31T09:09:27","slug":"estrategia-marqueting-digital-cultural","status":"publish","type":"post","link":"https:\/\/4tickets.net\/ca\/estrategia-marqueting-digital-cultural\/","title":{"rendered":"M\u00e0rqueting digital cultural: qu\u00e8 \u00e9s, avantatges i com crear una estrat\u00e8gia"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5206\" class=\"elementor elementor-5206 elementor-5215\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e79ddd2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e79ddd2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dadff33\" data-id=\"dadff33\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-da0cfae elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"da0cfae\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:&quot;.articles-relacionats, .4T&quot;,&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;no_headings_message&quot;:&quot;No s&#039;ha trobat cap encap\\u00e7alament en aquesta p\\u00e0gina.&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\t\u00cdndex de continguts\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__da0cfae\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__da0cfae\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__da0cfae\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31c2755 elementor-widget elementor-widget-text-editor\" data-id=\"31c2755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La democratitzaci\u00f3 de l&#8217;oferta cultural ha obert un cam\u00ed ple d&#8217;avantatges, per\u00f2 tamb\u00e9 ha multiplicat la compet\u00e8ncia als sectors de la cultura i l&#8217;entreteniment, fet que obliga les empreses d&#8217;espectacles a afinar la seva estrat\u00e8gia per arribar a nous p\u00fablics i atraure&#8217;ls aix\u00ed com per consolidar el p\u00fablic actual.<\/p><p>En temps de Netflix, videojocs i <em>smartphones<\/em>, com pot una empresa cultural donar a con\u00e8ixer la seva oferta i fer-la irresistible? Precisament, mitjan\u00e7ant t\u00e8cniques de <strong>m\u00e0rqueting digital cultural<\/strong>.<\/p><h2><strong><br \/>Per qu\u00e8 m\u00e0rqueting digital cultural?<br \/><\/strong><\/h2><p>Una estrat\u00e8gia de m\u00e0rqueting digital cultural que sol traduir-se en un augment de la venda d&#8217;entrades passa necess\u00e0riament per aquests pilars:<\/p><ul><li>Definir molt b\u00e9 els targets o p\u00fablics objectius: nom\u00e9s aix\u00ed optimitzar\u00e0s al m\u00e0xim els recursos que destines a les accions de promoci\u00f3 i m\u00e0rqueting, apuntant precisament al tipus de persona que pot estar m\u00e9s interessada en la teva cartellera. \u00c9s convenient sortir de la zona de confort i anar a buscar perfils nous, per\u00f2 cal tenir en compte que part de la teva programaci\u00f3 d&#8217;espectacles haur\u00e0 d&#8217;estar enfocada a aquest nou perfil.<\/li><li>Con\u00e8ixer i escoltar el teu p\u00fablic: no es tracta nom\u00e9s de fidelitzar l&#8217;espectador que acudeix puntual el dia de l&#8217;estrena, sin\u00f3 tamb\u00e9 prendre nota dels seus suggeriments, queixes i inquietuds, per poder millorar els espectacles i serveis que ofereixes i fins i tot diversificar la teva oferta per augmentar les vendes entre el teu p\u00fablic habitual. El millor futur client \u00e9s el que ja s&#8217;asseu a les butaques de la teva sala.<\/li><li>Comunicar: des de campanyes a xarxes socials i publicitat online als motors de cerca com Google, des de p\u00e0gines web optimitzades amb SEO fins a Newsletters amb contingut i ofertes exclusives que envies als teus espectadors m\u00e9s fidels, fins a accions amb <em>influencers<\/em>, entre moltes altres accions. Tot comunica i ajuda a traslladar el teu missatge m\u00e9s enll\u00e0 de la quarta paret. Con\u00e9ixer b\u00e9 el teu producte, el p\u00fablic al qual vols seduir i els mitjans que tens al teu abast s\u00f3n el triangle que et permetr\u00e0 dissenyar campanyes de m\u00e0rqueting cultural ajustades a les necessitats del teu negoci, sense fer inversions que acabin en sac foradat.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22f27e2 elementor-widget elementor-widget-image\" data-id=\"22f27e2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/4tickets.net\/wp-content\/uploads\/2020\/03\/marqueting-digital-cultural.jpg\" class=\"attachment-large size-large wp-image-11335\" alt=\"M\u00e0rqueting Digital Cultural\" srcset=\"https:\/\/4tickets.net\/wp-content\/uploads\/2020\/03\/marqueting-digital-cultural.jpg 800w, https:\/\/4tickets.net\/wp-content\/uploads\/2020\/03\/marqueting-digital-cultural-300x200.jpg 300w, https:\/\/4tickets.net\/wp-content\/uploads\/2020\/03\/marqueting-digital-cultural-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f3ed0b elementor-widget elementor-widget-text-editor\" data-id=\"6f3ed0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><strong>Avantatges del m\u00e0rqueting digital cultural<\/strong><\/h2><p>Des de 4Tickets posem a la teva disposici\u00f3 el coneixement que hem adquirit al llarg dels darrers anys assessorant empreses culturals en q\u00fcestions de m\u00e0rqueting.<\/p><p>De fet, les eines que ja et proporciona la nostra <a href=\"https:\/\/4tickets.net\/ca\/venda-entrades-online\/\"><strong>plataforma de ticketing<\/strong><\/a> (relaci\u00f3 directa amb els espectadors, dades de contacte del comprador d&#8217;entrades, experi\u00e8ncia de compra i servei postvenda satisfactoris, etc.) s\u00f3n un molt bon punt de partida per dissenyar un pla de m\u00e0rqueting digital cultural efica\u00e7.<\/p><p>Alguns dels avantatges i eines del m\u00e0rqueting digital cultural que et podem ajudar a implementar s\u00f3n:<\/p><ul><li>Potenciar la venda multicanal de ticketing amb experi\u00e8ncies d&#8217;\u00fas satisfact\u00f2ries (ordinador, m\u00f2bil, tablet&#8230;) i una plataforma d&#8217;entrades personalitzada per als teus espectacles.<\/li><li>Con\u00e8ixer els h\u00e0bits de compra i consum del teu p\u00fablic per fidelitzar-lo i afavorir les <a href=\"https:\/\/4tickets.net\/ca\/venda-creuada-cross-selling-ticketing\/\"><strong>vendes creuades<\/strong><\/a>.<\/li><li>Identificar nous p\u00fablics i establir accions per arribar-hi.<\/li><li>Interpretar estad\u00edstiques de venda per desenvolupar noves estrat\u00e8gies.<\/li><li>Convertir el teu servei postvenda en un venedor de futur: facilitar el <a href=\"https:\/\/4tickets.net\/ca\/servei-canvi-entrades\/\"><strong>canvi d&#8217;entrades<\/strong><\/a> o recordar als abonats la data de caducitat de les entrades enforteix la relaci\u00f3 de confian\u00e7a amb l&#8217;espectador.<\/li><\/ul><h2><strong><br \/>T&#8217;acompanyem en la creaci\u00f3 de la teva Estrat\u00e8gia de Comunicaci\u00f3 Online<\/strong><\/h2><p>Per a qualsevol entitat cultural \u00e9s important comptar amb una <strong>estrat\u00e8gia de comunicaci\u00f3 i m\u00e0rqueting online<\/strong> a causa de la diversitat dels seus p\u00fablics. Des de 4Tickets podem acompanyar-te des de la consultoria inicial, dividida en cinc grans blocs:<br \/><br \/><\/p><h4>1. Exploraci\u00f3<\/h4><p>Analitzem la situaci\u00f3 actual de la teva empresa i de la compet\u00e8ncia, revisant tamb\u00e9 temporades anteriors. Tamb\u00e9 auditem totes les eines utilitzades i generem un DAFO (Debilitats, Amenaces, Fortaleses i Oportunitats) amb conclusions, que ser\u00e0 el punt de partida per a tota l&#8217;optimitzaci\u00f3 de la teva estrat\u00e8gia de comunicaci\u00f3 en l\u00ednia.<br \/><br \/><\/p><h3>2. Objectius<\/h3><p>Determinarem els objectius SMART, l&#8217;acr\u00f2nim de <em>Specific<\/em> (Espec\u00edfics), <em>Measurable<\/em> (Medibles), <em>Attainable<\/em> (Assolibles), <em>Relevant<\/em> (Relevants) i <em>Timely<\/em> (Temporals). \u00c9s a dir, no \u00e9s el mateix voler \u201carribar a nous p\u00fablics\u201d que \u201cvull augmentar un 10% els usuaris nous que visiten la meva web el proper mes\u201d o \u201cvull augmentar un 15% l&#8217;abast de les meves publicacions a xarxes socials durant el proper trimestre\u201d. Tamb\u00e9 determinarem quins seran els indicadors que seguirem per analitzar aquests objectius i l&#8217;embut de conversi\u00f3 o el<em> journey<\/em> de l&#8217;usuari, \u00e9s a dir, el cam\u00ed que segueix des del descobriment fins a la compra i la recomanaci\u00f3 del nostre esdeveniment.<br \/><br \/><\/p><h3>3. Definici\u00f3 dels segments estrat\u00e8gics<\/h3><p>Proposarem una classificaci\u00f3 dels diferents segments de p\u00fablic, segons comportament, interessos, dades sociodemogr\u00e0fiques, ubicaci\u00f3&#8230; Tamb\u00e9 determinarem la proposta de valor per a cadascun d&#8217;aquests segments.<br \/><br \/><\/p><h3>4. Pla d&#8217;acci\u00f3<\/h3><p>Definirem l&#8217;estrat\u00e8gia digital que cal seguir per a la consecuci\u00f3 dels objectius marcats i totes les accions relacionades.<br \/><br \/><\/p><h3>5. Gesti\u00f3 de p\u00fablics<\/h3><p>Pla estrat\u00e8gic per a l&#8217;optimitzaci\u00f3 dels diferents segments i les accions programades per a cadascun d&#8217;ells.<\/p><p>Si necessites que t&#8217;ajudem a fer la teva estrat\u00e8gia de m\u00e0rqueting cultural, posa&#8217;t en contacte amb nosaltres.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b209727 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b209727\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f1551f\" data-id=\"3f1551f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2acc0d8 elementor-button-danger elementor-align-center elementor-widget elementor-widget-button\" data-id=\"2acc0d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"mailto:hola@4tickets.cat\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contacte<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6f1108b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6f1108b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3fed6d\" data-id=\"f3fed6d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c98e11 elementor-widget elementor-widget-text-editor\" data-id=\"4c98e11\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<em><span style=\"font-size: 10px;\">Fotografia: <a href=\"https:\/\/unsplash.com\/es\/@storyfuel\">Melanie Deziel<\/a><\/span><\/em>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00cdndex de continguts La democratitzaci\u00f3 de l&#8217;oferta cultural ha obert un cam\u00ed ple d&#8217;avantatges, per\u00f2 tamb\u00e9 ha multiplicat la compet\u00e8ncia als sectors de la cultura i l&#8217;entreteniment, fet que obliga les empreses d&#8217;espectacles a afinar la seva estrat\u00e8gia per arribar a nous p\u00fablics i atraure&#8217;ls aix\u00ed com per consolidar el p\u00fablic actual. En temps de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11335,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[],"class_list":["post-5206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sense-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e0rqueting digital cultural: Qu\u00e8 \u00e9s, avantatges i com crear una estrat\u00e8gia<\/title>\n<meta name=\"description\" content=\"Com pot una empresa cultural donar a con\u00e8ixer la seva oferta i fer-la irresistible? 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