Art Summit 2026 Masterclass Agenda

This Masterclass focusses on the digital transformation and marketing of artists, art galleries, museums and other cultural institutions. All training content is based on current state-of-the-art with the curriculum adapted to the specific requirements of the arts, culture and archaeology sector.

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The training is non-technical in nature. It is intended for artists, art galleries, museums, art collectors, curators, managers and marketing managers of cultural institutions or archaeological sites, and other similar personnel. 

 

The Masterclass will be open to 20 participants in order to assure good dynamics and manageable class size. The masterclass will be taught in English by Philip Ammerman.

 

Session 1: Digital Marketing Strategy – an Overview

09:00 – 09:30

This introduction provides a strategic framing and mental model for digital marketing in the arts and culture sector. This provides the blueprint for each successive module.

 

Session 2: Web Design and Conversion Strategy

09:30 – 11:00

Although many website components or content may appear random, there is typically a successful pathway to website design. This is websites that are focused on conversion, also known as Calls to Action. We will examine websites in the arts and cultural sector and assess the components that make them successful. This module will include issues such as mobile-suitable websites, developing calls to action (CTAs), different types of CTAs (e.g. newsletter registration, online purchases), and third party tool integration.

 

Morning Coffee Break

11:00 – 11:30

 

Session 3: Fundamentals of Search Engine Optimization

11:30 – 13:00

This focus on SEO is on strategic and editorial SEO, not technical SEO. This includes copywriting text content, optimization of images, and related activities and does not require technical expertise. This module focusses on the dual roles of content marketing and search engine optimization (SEO). A structured approach to content marketing will be provided through examples such as drafting artist biographies and describing artwork. The SEO methods needed for successful on-page SEO will be covered, as well as off-page SEO. We will also cover the role of “traditional” SEO on search engines such as Google or Bing versus AI platforms such as ChatGPT and Gemini.

 

Lunch Break

13:00 – 14:00

 

Session 4: Successful Content Marketing & Social Media

14:00 – 15:30

This module focusses on the types of content marketing that are requisite for success in the arts & cultural sector. The focus is on providing high quality content marketing and audience engagement, rather than on superficial promotions and fads. The methodology will focus on news generation and event announcements, as well as e-newsletters. The management of audiences on social media channels, in particular Facebook, Instagram and TikTok, will be addressed from the perspective of community curation.

 

Coffee Break

15:30 – 15:45

 

Session 5: Digital Advertising, Budgeting and ROI

15:45 – 17:15

This module will review digital advertising methods, tools and tactics on Facebook, Instagram and Google. This includes the basic setup of campaigns, whether the artist wants to manage these in person or outsource them. It will explore how basic budgeting and return on investment of digital advertising can be measured, and what expectations are normal for costs per click (CPC), conversion rates and customer acquisition costs (CAC).

 

Closing Remarks

The Masterclass on Digital Marketing will end with some final remarks and strategic guidance for the arts and culture sector. This will include a 12-month digital marketing strategy checklist that each artist or cultural institution can adapt for their own use.