(d): It’s complicated. While there’s evidence to suggest that there was greater uptake of culture online from groups (a) and (b) during the pandemic, in the training videos our RAMM colleagues reported that their digital audiences tended to map onto their physical audiences, who are often an older, well-educated demographic.

(d): all of the above! One of the advantages of digital marketing is that you can track how successful your campaigns are.

(b), (c) and (d). Those living in rural areas may not have a stable internet connection, and lower-income families are less likely to have appropriate devices. Elderly people may sometimes lack the skills and confidence to access culture online.

(b): they’ve maintained some online and hybrid events alongside in-person. This is likely to be how things look in the longer term: museums still need to attract physical footfall, but can use digital technologies to open themselves up to audiences who can’t physically access the museum, and can supplement their physical exhibitions through online platforms and resources.