Digital media are an important channel for inspiring, challenging and engaging with local, national and international audiences.
Tate Digital Strategy Update 2016 - 2017
Tate Digital champions art and artists by creating rich content experiences to showcase our collection, galleries & exhibitions. We want to make art accessible to everyone. We balance the needs of visitors who come to the galleries with those who want to learn, participate and engage with art and artists on digital platforms. By providing a compelling online experience Tate will significantly grow its audience and monetise the online traffic.
In 2016 / 17 the Digital team will promote digital growth and engagement with an emphasis on reaching new audiences, while continuing to develop high quality digital experiences for Tate’s loyal fans.
www.tate.org.uk is home to an extensive digitised art and archive collection, and highly acclaimed digital strands including TateShots, Tate Kids, Tate Collectives, and Tate’s online learning resources. We will develop, renew and extend our digital properties to make the best use of new technologies, and make sure they are accessible and attractive to broad audiences.
Central to this is our website refresh which will roll out from June 2016. This will deliver a visually striking design which is intuitive to use and fully responsive on mobile devices, offering fresh and exciting ways to discover Tate and the collection. A Tate API and flexible page templates will give us the capability to continuously test, develop and improve the site.
A new ‘audience first’ content strategy will help us to realise our ambition to produce quality content that builds scale, particularly for non-specialist audiences. This includes understanding the impact of our content, changing the types of content that we make, providing multi-lingual content and increasing community engagement. We will continue to grow Tate’s social media footprint to reach and engage with broad audiences.
Working closely with our colleagues in curatorial, learning and visitor experiences the digital team will build on previous successes to create rewarding experiences before, during and after a visit. The new visit and what’s on sections of the website will make it easy for all prospective visitors to plan a gallery trip while a new way-finding app will help visitors to make the most out of their time in the galleries.
We will significantly improve and grow ecommerce by integrating it into visitor journeys and improving the checkout experience. In 2017 an improved ecommerce platform will offer a single basket for buying tickets, membership and online shop products. It will also give us new CRM and automated marketing tools. We will continue to develop the range of prints (link to Tate Prints page) in our online shop and make the most of opportunities around exhibitions and the new shops opening in Tate Modern.
In 2015 we re-structured the digital department to bring together the content, technical and ecommerce teams. We introduced a new Product team who have established a transparent and agile development process. With the new team in place, we will build innovation into all of our work, exploring new ideas and technology and developing our resources for R&D. We will promote collaboration with external partners who can help us trial emerging technology and platforms to reach different audiences.
In 2012 Tate issued a research paper, Tate Digital Strategy 2013–15: Digital as a Dimension of Everything, outlined the roadmap of digital developments and a digital transformation of the organisation.