Mobilising & Learning About More Than Just The Ticket Purchaser
15 September, 2010 at 12:42 pm Tim Roberts ARTS Australia Leave a comment
As Forrester Research says “more and more companies are embracing social media networking under their marketing strategy to boost e-commerce”.
BookMyShow in India is at the lead embracing this with a Facebook application to allow FB Friends to “share details of movies playing in the neighborhood and allow each of them to pay for his own ticket, without even leaving the site’s page. Now, BookMyShow is about to release its Facebook ticketing application in the next few weeks.“
We all appreciate the potential value of Word of Mouth, personal recommendations and social networking and media, and we are now starting to see some of this potential unleashed.
With greater accessibility of purchase channels, more payment methods and more fluid regular communication between social groups, it looks like there may be less reliance upon the single event attendance organiser and most commonly purchaser of tickets. I believe that many of these initiator developments (invitations, RSVPs and more transaction options) facilitate greater accessibility and remove barriers that demanded a ‘social organiser’. Hopefully many of these social network developments will facilitate easier social organisation that encourages attendance and grows demand accordingly.
One of the greatest stumbling blocks to CRM and Direct Marketing, built upon the source of ticketing transaction data, is that only the purchaser is identified. What I also find exciting in such social networking developments is that there will be a potential to disaggregate transaction data below the level of the single ‘group’ purchaser of x tickets to the individual consumption level.
READ FULL ARTICLE ONLINE Time for ‘social’ shopping>>
Entry filed under: Arts Marketing, audience development, CRM, Online, Social Media, Web 2.0. Tags: Arts Marketing, audience development, CRM, Online, Social Media, Web 2.0.
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