Current Online Marketing Initiatives

Michael Blanding states, “To remain current, museums must find new ways to digitally interact with audiences—a particularly worrisome prospect for many museum leaders, whose mission is built on the idea of curating artwork in a way that leads visitors through an intentional, physical experience. On social media, Tate created no fewer than 16 Twitter feeds, 8 Facebook pages, 2 YouTube channels, a Google+ circle, and a Pinterest board, making it one of the top cultural sites and garnering more than 700,000 Facebook ‘likes’ and 1.

2 million Twitter followers by early 2014. Many small Facebook page to share facts about individual objects, describe what’s happening in the museum, announce public events and provide community information.”

Tate museum has become well known for making cultivating digital marketing opportunities in the art world. Tate digital range is from mobile apps and games, to social media, to personally curated digital galleries. Elena Villaespesa states, “Tate has a massive presence on social media, and the plan is that it will only continue to grow.

Tate’s website (http://www.tate.org.uk) has evolved greatly in the past decade, from a very static site that featured visiting information and a calendar of events to a social website where users can participate in online conversations and debates, and on which there are also interactive areas like Tate Kids and Tate Collectives allowing users to upload their own content.” (Villaespesa, 2015).

Tate’s online marketing campaigns continue to focus not only on brand but on storytelling, engagement, interaction and participation. One creative marketing campaign was Tate’s Time Machine, which is different every visit and aims to show art history in a unique more accessible way.

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Another creative digital campaign was there “Welcome to London” in which they worked with Liveposter to create “drive-thru” art by using the time of day, speed of traffic, flight times and weather to choose which artwork would be displayed to drivers on digital billboards as they drove into London. Cat Bradley points out, “The key components of Tate’s strategy— training the entire team with the ability to create content that’s engaging and on brand, saturating institutional policies with new strategies to engage audiences, and being unafraid to challenge traditional museum policies — provide a great case study for institutions looking to explore digital strategy examples while building their own plan.”