The agenda for most arts marketing is very clear. The agenda is to get someone to buy a ticket, come to the exhibition, donate, volunteer, etc.
My theory is that the best way to achieve that agenda is by using your arts marketing to do something else first.
Make your audience better patrons of the arts, then ask them to buy.
Deliver interesting content via every available platform, then ask them to come to the opening.
It's time to move from a marketing that asks/sells to a marketing that educates, informs and entertains.
It's time to move from a marketing that pitches art to a marketing that makes the receiver feel like they are part of something special.
That's what people need. Education. Information. Perspective. Content. That is their agenda. That's the agenda that we need to serve first.
If we don't serve their agenda they will never help us with our own.