Ahead of the Essex Digital Awards, I spoke to the organisers about the Mercury Theatre’s use of digital technologies in audience development.

As we’re increasingly less constrained by cost-heavy formats like brochures and newspaper advertising, we can actually share much more content that’s of interest. We’re also receiving more feedback than ever and have put in place new processes to ensure that we’re capturing feedback through all channels and acting on it. A single Facebook comment or a Tripadvisor review can be a ‘light bulb moment’ and have a significant impact on how we work.

Read the interview

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