Analysis of Digital Marketing Strategies for Artists during the Pandemic

Medardo Amyr Sarmiento Carmona; Angel Luis Torres Toukoumidis

Analysis of Digital Marketing Strategies for Artists during the Pandemic

Título traducido de la contribución: Análisis de las estrategias de marketing digital para artistas durante la pandemia

Medardo Amyr Sarmiento Carmona, Angel Luis Torres Toukoumidis

Grupo de Investigación Game Lab-Ups (GAME LAB-UPS)

Producción científica: Contribución a una revista › Artículo

Resumen

Los espacios digitales tienen el potencial de mejorar el compromiso de los espectadores, y la evolución de la interacción digital está suponiendo un enorme cambio en el marketing del arte. Pero esta esfera digital requiere la comprensión de los nuevos códigos que han surgido, para dar lugar a sinergias innovadoras entre el mundo online y el offline. Las cuales solo pueden ser potenciadas con la interacción bidireccional, estableciendo para entrelazar, involucrar y provocar la atención del espectador. La llegada de Covid-19 a Ecuador ha sido una gran oportunidad para avanzar en la difusión de las TIC y las técnicas de mediación digital, aunque no es suficiente para sustituir la experiencia colectiva. Esta investigación está orientada a analizar las estrategias de marketing digital para artistas y productos artísticos durante la pandemia del Covid-19. Se trata de un enfoque cuanti-cualitativo inductivo, con un diseño micro-etnográfico, y aplicamos entrevistas semiestructuradas. Entrevistamos a diecisiete artistas, productores, gestores y promotores culturales de diversos ámbitos de la actividad cultural en Cuenca, Ecuador. Buscamos personas implicadas en proyectos artísticos durante la emergencia sanitaria en el país. Hemos analizado unos diecinueve proyectos en total, con un cuestionario de veinte preguntas. El procedimiento de esta investigación es recoger, sistematizar y analizar todos los datos que estamos utilizando con el software MAXQDA. Este estudio nos ha demostrado que el sector artístico y cultural es complejo. Los artistas utilizan para gestionar y promover eventos también, en otros casos deben generar procesos formativos como una fuente de ingresos sostenible.

Título traducido de la contribución	Análisis de las estrategias de marketing digital para artistas durante la pandemia
Idioma original	Inglés estadounidense
Páginas (desde-hasta)	1-12
Número de páginas	12
Publicación	Academy of Marketing Studies Journal
Volumen	25
N.º	25
Estado	Publicada - 30 jun. 2021

Palabras clave

Artists
Customer loyalty. ict.
Interaction
Marketing strategy

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abstract = "Digital spaces have the potential to enhance the engagement of spectators, and the evolving digital interaction is making a tremendous change in art marketing. But this digital sphere requires comprehension of the new codes that have emerged, to lead to innovative synergies between the online and the offline world. Which only can be enhanced with bi-directional interaction, setting to interlock, involve and cause the spectator{\textquoteright}s attention. The arrival of Covid-19 to Ecuador has been a big opportunity to advance in ICT dissemination and digital mediation techniques, even though it{\textquoteright}s not enough to replace collective experience. This research is oriented to analyze the digital marketing strategies for artists and artistic products during the Covid-19 pandemic. It{\textquoteright}s an inductive quanti-qualitative approach, with a micro-ethnographic design, and we applied semistructured interviews. We interviewed seventeen artists, producers, cultural managers, and cultural promotors from several fields of cultural activity in Cuenca, Ecuador. We looked for persons implicated in art projects during the sanitary emergency in the country. We{\textquoteright}ve analyzed about nineteen projects in total, with a twenty questions questionary. The procedure of this research is to collect, systematize, and analyze all data we{\textquoteright}re using with MAXQDA software. This study showed us that the arts and cultural sector are complex. Artists use to manage and promote events too, in other cases must generate formative processes like a sustainable source of income.",

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Analysis of Digital Marketing Strategies for Artists during the Pandemic

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