The art industry, more than most, relies on in person experiences. Traditional media channels are often used to advertise a particular exhibition, and interested clients generally physically visit the gallery to view the artworks and experience them in real life before deciding whether to make a purchase. With the onset of the global COVID-19 pandemic, now more than ever the art world must adapt and go digital, which includes digital marketing strategies.
For example, take the new art auction app "Fair Warning", which was launched in June. The concept was revolutionary: auction one high-caliber artwork at a time through an app, offering no opportunities for the public to view the work in person and all bidding done online through your phone. How did the app manage to take this groundbreaking, digital concept and turn it into a success, selling a Basquiat for over $10 million? Leveraging digital marketing techniques certainly contributed. The founder took to Instagram, advertising the work to over 26k followers, and creating buzz that could then be re-posted throughout the network of art enthusiasts.
Fair Warning is just one example of the art world's transition to online platforms. The Art Basel art fair had to move fully online this spring as well, utilizing digital strategies to promote the fair and allow customers to view the artwork offerings. In order to succeed, and ultimately stay relevant, these galleries and institutions will need to employ the digital marketing techniques we are learning in this class. For example, using SEO techniques to make sure their gallery is high on the Google results list for the artists that they show.
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