When the internet first came about, a website acted much like a poster or flyer in advertising events in Harlow. Times have changed, though, and this form of marketing is no longer sufficient. Today’s internet users are accustomed to having sprawling platforms at their fingertips that extend their entertainment experience in new ways.

On top of that, physical locations like Harlow’s cinemas and comedy events are competing with online content. That means they need to use social media and live streaming to their advantage to draw more attention.

Modern Businesses Need Online Platforms Rather Than Just Websites

We are well and truly in the age of the online platform, with traditional one-page websites a thing of the past. Now, people expect to find a wealth of information at their fingertips, with tabs leading to different sections and various interactive and engaging aspects.

This is thanks to the online entertainment market, where sprawling platforms have become the norm. For instance, when people play casino online, they’re faced with lists of hundreds of slots, classic roulette and blackjack games, and other options such as live-streamed games. The same can be seen in the streaming market, where services such as Spotify and Netflix have become huge ecosystems with an endless array of options for users.

Places like Harlow Playhouse, Cineworld Harlow, and Harlow Museum and Walled Gardens all have decent enough websites that highlight what’s on. However, none of them engage users in the same way the leading entertainment sites do. They need to learn from these industry leaders and include more varied content and interactive options such as video clips and surveys.

Social Media Is Hugely Important

Along with having a website that does more than simply list what’s on, entertainment businesses in Harlow need to leverage the power of social media more. Nowadays, the website is rarely the first touchpoint for audiences, and they’re most likely to discover things when scrolling through Instagram or TikTok.

This is especially important for venues that want to reach younger audiences. Many people are not actively searching for theatre listings, but they may still be persuaded by a funny clip or an impressive dance routine. Seeing these may then persuade them to do more research and explore a website. It would be a useful strategy for the Harlow Playhouse, in particular. Currently, the venue online has 6.3 thousand followers on Instagram, so it clearly needs to do more to market itself.

Live-streamed previews before events can also be a great idea for these businesses to drum up more interest and ensure there’s a strong turnout. These could include question and answer sessions with members of the cast and crew as well, to stimulate some audience interaction and make people feel more involved with the productions.

The way physical entertainment businesses need to market themselves has changed significantly in the modern age, and now many of Harlow’s venues need to move with the times. It requires a multi-pronged approach that spans an online platform and a strong social media presence. There should also be easily integrated online booking and special offers.