Izazovi holističkog marketinga u umetničkim projektima

Abstract

Izazovi holističkog marketing pristupa i strategija u umetničkim projektima, zasnovani su na uključenosti internog marketinga, integrisanog marketinga, relacionog marketinga i društveno odgovornog marketinga. Holistički marketing pristup u umetničkim projektima zasnovan je na inkluziji klasičnih i modernih medija, kao i na mogućnostima da se umetnički projekti približe ciljnim grupama, na moderan način. Marketing u umetnosti je specifično polje marketinga i zahteva sofisticiran pristup, što predstavlja izazov. Ključ uspeha i dobar način predstavljanja umetničkih ideja i poruka ciljnim javnostima je spoznaja i istraživanje njihovih potreba i želja. Cilj umetničkih projekata je da motiviše publiku na razmišljanje o društvenim problemima, kao i da ih inspiriše da aktivno učestvuju u društvenim promenama i razvoju društva u celini. Umetnost je uvek bila pokretač društvenih promena. Stoga, marketing strategije u umetničkim projektima predstavljaju izazov za holistički marketing pristup. U modernom okruženju, strategije brendiranja se adaptiraju i menjaju, u skladu sa modernim, društvenim medijima. Umetnički projekti su podržani na novim, modernim, komunikacionim platformama. Strategije relacionog marketinga su dobar način da se komunicira sa publikom. Strategije emocionalnog brendiranja umetničkih projekata predstavljaju poseban izazov za holistički marketing pristup. Moderni muzeji, kao što su Louvre muzej i Tate Modern muzej, koriste društvene mreže za komunikaciju sa ciljnim javnostima, sa posebnim akcentom na novim izložbama u oblasti slikarstva, fotografije i skulpture. Rad predstavlja moderni primer umetničkog projekta, pod nazivom 'Govor tela'.

A challenge of holistic marketing approach and strategies in artistic projects is based on the inclusion of internal marketing, integrated marketing, relationship marketing and socially responsible marketing. It is also based on the inclusion of classical and modern media, as well as on the opportunities to get artistic projects closer to target audiences in a modern way. Marketing in the arts is a specific field of marketing and requires a sophisticated approach, what is a real challenge. The key to success and a good way to present artistic ideas and messages to target audiences is to research their needs and wants. The goals of artistic projects are to motivate the public to think about and become a part of the social changes. Art lends support to the social changes. Thus, marketing strategies in artistic projects represent a challenge to the holistic marketing approach. In the modern environment, branding strategies are changing and adapting to modern social media. It can be seen that artistic projects are often supported by the new media communication platforms. Relationship marketing strategies are a good way to communicate with the public. Emotional branding strategies of artistic projects represent a special challenge to the holistic marketing approach. Modern museums, such as the Louvre Museum and the Tate Modern Museum, use social media to communicate with the target audience, but especially for the new exhibitions in the field of painting, photography and sculpture. The paper presented here shows a modern example of the artistic project 'The Body Language'.