Digital marketing strategy : facilitating SME business growth within the creative arts sector

Abstract

This research examined the core requirements of a Customer Information System (CIS), that is, the individual tools and their associated marketing implications. This review was intended to enable an optimised digital marketing strategy which would facilitate SME business growth within the creative arts sector. This required an evaluation on how individual system elements interface in order to define an integrated CIS capable of supporting a growing and evolving performing arts organisation. This commenced with a critical appraisal of the existing literature and developed into an analysis of data from an operational SME integrating multimethodologies most appropriate to the project. The final objective of this study was to investigate the business significance in real terms by designing and implementing an integrated CIS. This set the ground for a critical review of specifics in relation to the practical application of current technology trends. The rigorous analysis of various data points provided an overview of the business’ digital footprint, associated traffic trends, and both online audience and customer demographics. This data was utilised to determine gaps in the marketing strategy leading to the hypothesis that a Customer Relationship Management (CRM) system with ancillary mobile applications would further extend this digital footprint and enhance business performance. The deployment of an integrated CIS solution has led to increased business process efficiency and resulted in several marketing insights. These insights will allow for ongoing adjustment and optimisation of the digital marketing strategy. This model can be extended to other SMEs within the generic wellness industry such as spas, gyms and martial arts schools.