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Image of audience in theatre

New Fellows and their digital experiments

Digital Marketing Academy 3.0 (DMA) has begun with 20 Fellowships offered to marketers working in arts, culture and heritage organisations across the country. We are delighted there is a range of organisations taking part – from Pavilion Dance South West and The Point and Berry Theatre on the south coast to our most northerly Fellows at Scottish Ballet in Glasgow and November Club in Northumberland. There are museums taking part including the Museum of English Rural Life and British Museum; venues include Barbican, Storyhouse and Contact; music organisations Spitalfields Music and Aldeburgh Music and performing arts organisations include Tara Arts and Pilot Theatre, among many others which you can find out about on the DMA 3.0 page.
Each Fellow is embarking on an eight-month journey to experiment and improve their digital marketing activity. They will have the support of a Mentor – an international digital expert – available as a sounding board, to offer advice, test out ideas, question, and question again. The nine Mentors taking part in DMA 3.0 are from various backgrounds and offer a wealth of knowledge and expertise across a range of topics including social media, organisational culture, consumer psychology, gamification and tactical digital marketing. With their help the Fellows taking part in this cohort of the programme will be able to focus their learning and experiments with real audiences in real organisations.
Fellows also belong to an Action Learning Set and use this style of facilitated working to deeper explore their own development through peer-to-peer learning. Online training is also available to the Fellows through tailored workshops, programmed with their experiments and training needs in mind.
You can follow the development of the Fellows as they progress through the Academy, and the advances they make as they work on their digital marketing experiments, right here on the AMA blog; Fellows and Mentors will be writing blog posts to keep you up to date, so watch this space!
After the success of DMA 1.0 and DMA 2.0, we are pleased that DMA 3.0 is able to take place thanks to CultureHive funding from Arts Council England.
CultureHive is managed by the Arts Marketing Association and is part of Arts Council England’s Audience Focus programme, supported by Lottery funding. CultureHive is a registered trademark.   
Happy audience photo by Ekke on Flickr – used under Creative Commons.