DIGITAL STRATEGIST PER L’ARTE
The “Strategist” of online marketing campaigns
Art Rights Magazine in collaboration with ArtBackers.Agency devotes the first column to Cultural Marketing, to discover digital strategies for art professionals and its protagonists.
The column to get a preview of the techniques, methodologies and secrets of communication: a key to access the world of Art 3.0.
The digital strategist is a polyvalent figure, who is responsible for designing and planning a digital marketing campaign declining in various channels.
The Digital Strategist usually works with a team of professionals such as Social Media Manager, Web Analyst, Graphic & Web Designer and has a great ability to see the big picture.
His role is to design, plan and monitor the progress of a marketing campaign. He is very familiar with digital communication channels and is able to establish budgets, specific objectives and KPIs, always respecting the mission and values of the company he works for.
Even the art world is starting to become familiar with this figure: large galleries, such as David Zwirner and Gagosian, but also major artists, already have a well-defined Digital Strategy, which aims to increase engagement with their users and collectors.
Like any tool or figure derived from traditional marketing, the Digital Strategist must have skills specific to the art world, which can be summarized in 4 points:
Knowledge of the artistic/cultural product: exhibitions, cultural events, as well as the work of art itself, must be thought of as “products” that have specific levers linked to intangible values such as emotions and power of experience. The Digital Strategist must therefore base the entire campaign on these levers.
Target audiences: these can range from potential visitors to an exhibition/event, therefore a fairly general audience of art lovers, to highly profiled collectors targeted by interest, previous purchases, geographic location, etc. Also in this case, it is important to understand their behavior towards the cultural product/service.
Channels: the marketing campaign must be declined on specific channels that for the art world can mean: Website and related call to action to purchase tickets/products/services; Social Media to increase engagement with its community; Email/Newsletter to retain or acquire new audiences; Online platforms, Viewing Rooms, Virtual Rooms to offer a unique experience.
Qualitative KPIs: as we have already explained in a previous article, the performance indicators useful for measuring the results of a given campaign must take into account the quality of the cultural product, quantifiable through audience satisfaction, reviews in specialized magazines, etc.
The Digital Strategist for art, in addition to having technical and leadership skills, must therefore also have a thorough understanding of the art system, with its audiences and its professionals, being a world that follows very specific rules and levers.
Photo Credits: Uffici JWT ad Amsterdam