I think digital media is important for two reasons. The first is that it is great for smaller organisations and budgets, which can be a common occurrence in the art word. Digital marketing enables you to target very specific audiences, and grow the brand loyalty of that audience in a strategic way. Your budget is able to go a lot further, and is also able to bring people a lot further down the customer ladder. Secondly, online is where the conversations are happening, and culture and conversation are an absolutely crucial partnership. Digital media, including articles, social media and films allows you to create global conversations and to open out the artistic process to a much wider audience, ranging from a conversation on Twitter to crowd-funding and crowd-sourcing a whole artistic project.