5-1 Final Project 1 Milestone Two Addressing the Gaps

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Southern New Hampshire University MKT-645: Online Marketing Channels Professor Matt Gergeni 5-1 Final Project 1 Milestone Two: Addressing the Gaps Elizabeth A. Hauck I. Overview: Digital marketing improvements are imperative for the Tate to increase profitability and stay ahead of the competitive market. In today’s fast world, businesses must effectively connect with their consumer base to build brand awareness and drive sales. With technological advancements, Tate can expand their marketing reach and achieve a higher profitability. Digital marketing allows for better targeting and personalization through data analytics, increasing conversion, and customer loyalty. The Tate can engage a wider audience through digital strategies such as social media, SEO, content marketing, and email campaigns. Having a digital landscape offers numerous opportunities for Tate to establish a strong online presence and build trust through impactful content, influencer collaborations, and customer engagement. II. Target / Potential Customer: With the vast content on the Tate website, digital improvements are necessary for success. To achieve the audience-centered approach and provide a high-quality user experience, it is critical to clearly define the audience’s needs and communicate them to internal stakeholders. This will

encourage alignment with fulfilling those needs. To expand its customer base, the Tate should consider targeting additional visitor segments. According to Tate’s audience segmentation data, 17% of visitors are student with research purposes, 16% of visitors are for personal interest research, and 14% of visitors are for professional research. By focusing on these (3) three specific groups, Tate can implement targeted marketing strategies that are tailored to their needs and/or interests. This approach will not only assist Tate in attracting new customers but also guarantee their active and ongoing engagement with the museum. By capitalizing on these untapped visitor segments, the Tate can solidify its position as a leading art institution. The data above confirms that the targeted audience is between the ages of (18) eighteen to (35) thirty-five years old, who have a personal or professional avidity to research art or The Tate institution. The newly developed customer persona is a (25) twenty-five-year-old male, named Joel Matthews. Joel works full time as a brand manager and is continuing his education in MBA program at Hult International Business School. He currently makes $55,000 per year, but with college and savings for his wedding, he does not have much disposable income. Between her studies, work, and family time he does not have much time to visit the gallery, but it would be beneficial for his professional and academic career. III. Where Current Strategies Miss:

The Tate utilizes all major social media to engage with its audience(s). Tate currently has 1.3 million followers on Facebook, 4.3 million followers on Instagram, 4.6 million followers on Twitter, and 45.2 followers on TikTok. However, they do not have much engagement on any platform. With the Tate’s content, the audience gives little to no response (i.e., comments, shares, etc.) Facebook’s main focus is on specific art pieces and their historical value, on Instagram Tate focuses on videos and photos related to the art pieces with long captioning, Twitter is utilized more as their main hub with information on exhibits, art pieces, artists, etc. TikTok focuses on content by artists and highlighting some exhibits. The Tate’s current social media approach is ineffective because they do not understand the purpose of each platform and the necessary content that is needed to generate content and reach a larger audience. Facebook is typically utilized by businesses to share overarching updates, Instagram for visual content such as videos and photos with short but impactful captioning, Twitter for real-time updates, promotions, and audience interaction, and TikTok for collaborations. The Tate can improve their social media strategy by focusing on creating compelling and visually appealing content for each platform to ensure that it resonates with that specific audience. This can include exhibit information and special event information on Facebook, highlighting specific art pieces on Instagram, surveying followers about exhibitions on Twitter, and collaborating with artists and brands on TikTok. The Tate should also focus

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on storytelling to better captivate their followers. By crafting narratives around their artwork and exhibitions, they can create a sense of intrigue and emotional connection. This can be accomplished by well-written captions, blog posts, and photos/videos that provide context. Tate should also actively engage with their audience by responding to comments, messages, and mentions. This will show that they highlight their followers’ opinions and foster a sense of community. They can also collaborate with influencers or partner with other organizations to expand their reach and attract new followers. The Tate should also utilize SEO to increase online visibility, attract more visitors, and boost engagement. By optimizing their website and content for search engines, they can reach a wider audience, improve their rankings, and ultimately drive more traffic to their website. SEO is an essential tool in today’s digital landscape for any organization who wants a successful online presence. Research is essential part of improving their SEO strategy. They will need to identify the most relevant and high-performing keywords for their industry to ensure that they can optimize the website and content to align with popular search queries. IV. Business Goals & Associated KPIs: The Tate aims to increase website traffic, social media engagement, and revenue by connecting online shopping with digital platforms. Their goal is to

promote the online shop on all platforms to expand their reach, bring awareness, and increase engagement. In today’s competitive market, the Tate must go beyond focusing on sales growth as an indicator of successful marketing efforts. While sales growth is undoubtedly important, it is equally important to consider other indicators such as gained leads. Those who are either planning a trip or are repeat visitors are prime indicators of success. Increasing their visibility through SEO will also help reach their goal(s). Key metrics include organic traffic, keyword rankings, conversion rates, bounce rates, and backlink quality. These indicators provide insights into the website performance, visibility, and user engagement. By tracking these KPIs, the Tate can optimize their SEO strategies and achieve long-term growth. The Tate should also regularly analyze their social media metrics to gain insight into what content is performing well and what needs to be improved. Key metrics include engagement rate, reach, followers, follower growth, and click-through rate. These indicators reflect the how effective the content is, its audience reach, and user interaction. By monitoring these, the Tate can optimize its social media strategy and enhance its online presence. V. Optimal Mix of Distribution Channels: The Tate currently utilizes the most effective digital media platforms to reach and engage with their audience. The customer persona, Joel Matthews

uses all social media platforms, and the Tate should effectively strategize ways to reach and stay engaged with. Joel relies heavily on his mobile device to access platforms and to interact with the institution. Tate should prioritize the growing number of mobile users in today’s digital age by ensuring mobile optimization. With the rise of smartphones and tablets, more and more people are accessing websites and applications through their mobile devices. Therefore, it is essential for The Tate to provide a seamless and user-friendly mobile experience for Joel and other like-minded visitors. In addition, The Tate has developed several mobile apps specifically designed for in-person visits. These apps offer unique features and functionalities that enhance the overall museum experience. However, it is important to note that these apps are not currently supported in the virtual market. This means that users such as Joel are unable to access these resources from the comfort of their own homes. By prioritizing mobile optimization, The Tate can bridge this gap and ensure that all visitors, regardless of their location, can benefit from these innovative apps. Not only will this enhance the overall user experience, but it will also attract a wider audience and increase engagement with the institution's offerings . The development of apps that are specifically designed for the younger demographic: college students, professionals, and those who are conducting personal research can greatly contribute to expanding the website’s reach

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and virtual presence on mobile devices. By analyzing website traffic, it becomes possible to gain insight into the demographics and behaviors of the users, which will ultimately allow for a better understanding of their needs, preferences, and wats. This knowledge plays a vital role in establishing effective communication strategies. References: Bhat, S. (2024, January 5). Understand the psychology of consumer’s buying behaviour in businesses. SurveySparrow. https://surveysparrow.com/blog/consumer-buying-behavior/ commentator, E. (2020, August 21). How powerful is visual content in a marketing strategy? . Smart Insights. https://www.smartinsights.com/content-management/how-powerful-is- visual-content-in-a-marketing-strategy/ How to use TikTok for business in 2024 . SocialPilot. (2023, December 7). https://www.socialpilot.co/tiktok-marketing/tiktok-for-business#:~:text=TikTok%20for %20business%20marketing%20offers,create%20to%20encourage%20user %20participation. Make your day . TikTok. (n.d.). https://www.tiktok.com/@tate/video/7286411933140487456? lang=en O’Brien, S. (2024, January 12). Why is mobile optimization important for website conversions?: VWO . Blog. https://vwo.com/blog/mobile-optimization-importance/ Tate Gallery | Facebook . Facebook. (n.d.). https://www.facebook.com/tategallery Tate Reeves (@tatereeves) | twitter. (n.d.-a). https://twitter.com/tatereeves Tate website audience segmentation. (n.d.-b). https://www.tate.org.uk/documents/968/tate_website_audience_segmentation_2015.pdf Tate | Instagram . Login • instagram. (n.d.). https://www.instagram.com/tate/?hl=en team, Aic. (2023, December 19). The importance of visual content for your marketing strategy . https://aicontentfy.com/en/blog/importance-of-visual-content-for-marketing-strategy

Top 10 website Kpis to measure your website performance . Whatagraph. (n.d.). https://whatagraph.com/blog/articles/website-kpis

5-1 Final Project 1 Milestone Two Addressing the Gaps

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