Digital marketing in the aspect of cultural development
https://doi.org/10.37493/2307-907X.2024.1.14
Abstract
Introduction. The article is devoted to identifying the possibilities of digital marketing in the aspect of promoting services in the domestic cultural sphere. It has been established that a corporate website is the main tool of marketing communications for cultural organizations.
Materials and methods. In the process of performing the work, retrospective, analytical, and descriptive methods of analysis were used. A survey of heads of cultural organizations, as well as academic literature on the topic of research, was used as a source of primary information.
Results and discussion. The key directions of transformation of the activities of modern cultural institutions based on digitalization are systematized. A set of competencies that should be endowed with a digital marketer of such an organization has been formed.
Conclusion. The developed recommendations for managing the process of introducing digital marketing into the activities of cultural institutions will allow for more effective communication with consumers of cultural services.
About the Author
Yu. P. Soboleva
Moscow University of Finance and Industry "Synergy"
Russian Federation
Russian Federation
Yuliya P. Soboleva - Cand. Sci. (Econ.), Associate Professor
Scopus ID: 56584586200,
Researcher ID: А-4315-2016
9/14, p. 1, Meshchanskaya st., Moscow, 129090
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Review
For citations:
Soboleva Yu.P. Digital marketing in the aspect of cultural development. Newsletter of North-Caucasus Federal University. 2024;(1):132-139. (In Russ.) https://doi.org/10.37493/2307-907X.2024.1.14
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