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1
Giftson. S and Dr. S. Krishnakumari. "The Art of Digital Marketing." International Journal of Scientific Research in Science and Technology 11, no. 5 (October 12, 2024): 311–15. http://dx.doi.org/10.32628/ijsrst2411453.
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The digital revolution has fundamentally reshaped the business landscape, particularly in marketing. This article explores the rise of "cyber consumers" and their evolving needs, along with the increasing significance of cyber business-to-business interactions. It emphasizes the need for innovative marketing strategies to cater to these transformed dynamics.
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Anggraeni, Novi, Tussi Sulistyowati, and Nur Elfi Husda. "SOSTAC framework analysis for enhancing digital marketing in Yogyakarta's Art Music Today." Journal of Community Service and Empowerment 5, no. 1 (February 1, 2024): 62–72. http://dx.doi.org/10.22219/jcse.v5i1.30521.
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This research utilizes a qualitative descriptive methodology, employing the SOSTAC model to analyze Art Music Today (AMT). The study follows six structured steps, starting with a SWOT-based Situation Analysis highlighting AMT's strengths as a unique Yogyakarta entity. Strategic objectives are set using the 5s Framework, focusing on digital marketing elements like online sales optimization and user experience. The Strategy phase emphasizes STP marketing, presenting AMT as a tailored music information center. Tactics, guided by the 7P framework, include product diversification and pricing strategies, contributing to an enhanced user experience. An 18-month action plan, depicted in a Gantt chart, guides implementation from content creation to streamlined processes. The Control phase involves monitoring with Google Analytics and social media evaluation. Through leveraging strengths and addressing weaknesses, AMT positions itself for growth in the digital landscape, using the SOSTAC model as a robust framework for digital marketing excellence. As a suggestion, through a proactive approach to leveraging inherent strengths and addressing weaknesses, AMT aims for significant growth in the dynamic digital environment. Aligning its digital marketing efforts with the SOSTAC model, which covers Situational Analysis, Objectives, Strategy, Tactics, Action, and Control, ensures a comprehensive understanding of current market dynamics. This strategic alignment establishes the foundation for a well-defined and actionable digital marketing strategy.
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Asis, Patta Hindi, Marjani Marjani, and Andi Awaluddin Ma’ruf. "Penggunaan Pemasaran Digital (Digital Marketing) Sebagai Pendukung Pengembangan Usaha Pada Kelompok Pengrajin Anoa Art." CARADDE: Jurnal Pengabdian Kepada Masyarakat 2, no. 2 (February 8, 2020): 345–52. http://dx.doi.org/10.31960/caradde.v2i2.344.
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The purpose of this PKM is to overcome the problems of partners by implementing digital marketing and fostering innovation in economic value products so that their craft products can reach a broad target market. Through a participatory approach, the implementation of activities in the group of craftsmen together collaborate to find solutions using digital marketing methods of craft products. Collaboration uses multi-stakeholder campuses, partner groups, professionals, and the government in formulating and finding solutions to the problems of craftsmen groups in the village of Pangan Jaya. As a result, using online marketing through the website, whatsapp messaging applications, facebook and Instagram products sold significantly increased and marketing of craft products has reached a wider market.
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Lee, Jin Woo, and Soo Hee Lee. "User participation and valuation in digital art platforms: the case of Saatchi Art." European Journal of Marketing 53, no. 6 (June 10, 2019): 1125–51. http://dx.doi.org/10.1108/ejm-12-2016-0788.
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PurposeThe purpose of this paper is to examine the impact of digital platforms on the contemporary visual art market. Drawing on the theoretical insights of the technology acceptance model, the meaning transfer model and arts marketing literature, the authors conceptualise the role of user participation in creating the meaning and value of contemporary artworks in the online art market.Design/methodology/approachThe authors conduct a qualitative study of Saatchi Art as an instrumental case for theorising. It is an online platform for trading visual artworks created by young and emerging artists. The data for this study were collected through direct observation and documentary reviews, as well as user comments and buyer reviews from Saatchi Art. The authors reviewed 319 buyer comments Art and 30 user comments. The collected data are supplemented with various secondary sources such as newspapers, magazines, social media texts and videos.FindingsThe growth of digital art platforms such as Saatchi Art provides efficiency and accessibility of information to users while helping them overcome the impediments of physical galleries such as geographical constraints and intimidating psychological environments, thereby attracting novice collectors. However, users’ involvement in the process of valuing artworks is limited and still guided by curatorial direction.Research limitations/implicationsThe first limitation of this research is that the data in this research cannot capture interactions between users, though users’ intention to use Saatchi Art is affected by the social influence of other users. Second, this research has not examined artists as users of digital art platforms and their interactions with other types of users. Artists’ intention to use the online platform might be underlined by enhancing their status in the peer group or seeking legitimacy in the field by following other artists and getting recommendations from important referents.Practical implicationsThe outcomes of this research suggest that newcomers in the online art market should acknowledge that users’ intention to use the online art platform is determined by not only technological usefulness of the website but also the symbolic capital of the information provider.Originality/valueUser participation in the online art market is guided by curatorial direction rather than social influence. This confirms re-intermediation of marketing relationships, highlighting the role of new intermediaries such as digital platforms in arts marketing.
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Syifa Pramudita Faddila, Doni Efendi, Siti Arinka Dwi Sulistia, and Muhammad Farhan Reza Pahlevi. "SOSIALISASI KEBUTUHAN DIGITAL MARKETING (KONSEP UNTUK UMKM “MARTINI ART” KERAJINAN PAHAT KAYU DESA WANAKERTA)." JURNAL BUANA PENGABDIAN 3, no. 2 (October 29, 2021): 13–23. http://dx.doi.org/10.36805/jurnalbuanapengabdian.v3i2.1927.
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UMKM memiliki kontribusi penting dan strategis dalam meningkatkan perekonomian daerah. Sehingga dianggap perlu melakukan pengembangan digitalisasi marketing dalam melakukan pengelolaan bisnis sebagai upaya dalam mengahadapi persaingan secara global. Desa Wanakerta memiliki UMKM yang dikembangkan oleh masyarakat sendiri yaitu usaha ukiran pahat “Martini Art”, namun masih terkendala dengan kurangnya promosi yang dilakukan oleh pemilik maupun oleh pemerintah setempat, terutama minimnya promosi di media sosial ataupun digital marketing. Sosialisasi dilakukan kepada Kepala Desa dan Sekretaris Desa Wanakerta sebagai pemegang kebijakan di wilayah Desa Wanakerta dengan menggunakan metode ceramah, diskusi dan simulasi. Hasil dari kegiatan pkm ini ialah terpenuhinya kebutuhan digital marketing melalui platform Fecabook, Instagram dan Web. Kepala Desa dan Sekretaris Desa Wanakerta pun bersedia untuk melakukan pengembangan dan pemantauan penggunaan e- marketing tersebut.
Kata kunci: digital marketing, Martini Art, pengabdian masyarakat
UMKM has an important and strategic contribution in improving the regional economy. So it is considered necessary to develop marketing digitalization in managing business as an effort to face global competition. Wanakerta Village has an UMKM developed by the community itself, namely the “Martini Art” carving business, but it is still constrained by the lack of promotion by the owner and the local government, especially the lack of promotion on social media or digital marketing. The socialization was carried out to the Village Head and the Village Secretary of Wanakerta as policy holders in the Wanakerta Village area using lecture, discussion and simulation methods. The result of this PKM activity is thefulfillment of digital marketing needs through the Fecabook, Instagram and Web platforms. The Village Head and the Village Secretary Wanakerta are also willing to develop and monitor the use of e-marketing.
Keywords: digital marketing, Martini Art, community service
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Mahmutova, Dar'ya, and Dar'ya Gerasimova. "Digital Illustration Marketing via Blogs in the VKontakte Social Network." Virtual Communication and Social Networks 2023, no. 3 (June 2, 2023): 160–66. http://dx.doi.org/10.21603/2782-4799-2023-2-3-160-166.
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Social networks provide a convenient platform for art dealing and marketing. Many digital illustrators have art blogs where they post and promote their work, which they may also exhibit at traditional offline galleries. The sphere of digital art is highly competitive and open to new effective promotion tools, which makes it a prospective research subject. This study featured an online community of digital artists in the VKontakte social network, as well as the methods they use to attract potential buyers and increase their fandom. The research relied on the information and communication method supported by such sociological tools as expert survey and content analysis. The expert survey made it possible to classify digital illustrators into those with maximal, medium, and minimal popularity, as well as to identify the most effective promotion tools for each group. The VKontakte social network offers a wide range of promotion tools, based on the algorithms of this social network. The popularity of young digital artists depends on such factors as relevant content and joint projects with mature digital illustrators. The research contributes to the development of the genre of digital illustration and the fine art in general.
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ANKYIAH, FRANCIS. "Mobile Marketing in the Art Industry." Journal of Social Media Marketing 2, no. 2 (December 27, 2023): 20–34. http://dx.doi.org/10.33422/jsmm.v2i2.1124.
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The rising prevalence of mobile devices has transformed consumer behaviors and created new opportunities for audience engagement through mobile marketing in the art world. However, there has been limited research on implementing effective mobile strategies for art professionals. This study aimed to systematically review mobile techniques over the past five years based on academic literature and industry reports. It analyzed key mobile marketing campaigns from prominent art institutions focusing on approaches like apps, augmented reality, and location-based services. The literature revealed several important findings about mobile marketing effectiveness. According to Pew Research Center data from 2019, 81% of Americans now own smartphones frequently used for internet access, demonstrating widespread mobile access. Studies of apps found those displaying artist portfolios and enabling ticket purchases had high audience engagement. Augmented reality apps providing interactive experiences attracted more first-time museum visitors than non-users. Location services increased nearby gallery foot traffic up to 35% by capitalizing on proximity. Case studies indicate mobile strategies can significantly boost participation when integrated across digital and physical channels through profiles, ticketing, content, and location promotion to spur visits. As a result, mobile technologies may help arts institutions connect with broader demographics in novel ways. However, usability and data privacy must be addressed. The review concluded that mobile techniques are highly impactful for boosting audience involvement, working best as an omni-channel approach across platforms and interactivity. Adopting established mobile marketing best practices is essential for arts professionals and organizations to thrive in today’s digital landscape and engage wider audiences.
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Darma, I. Made Riski Aditya, Kadek Devi Kalfika Anggaria Wardani, and Adie Wahyudi Oktavia Gama. "Binoh Pottery MSME marketing expansion through digital marketing strategy." Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang 7, no. 4 (November 8, 2022): 835–48. http://dx.doi.org/10.26905/abdimas.v7i4.7483.
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Intense competition and the digital ecosystem have hampered the growth of Binoh's typical pottery MSMEs. Based on problems, the Binoh Pottery MSMEs in Ubung Kaja Village can reach the digital world and a broader market through training and the application of digital-based business. Thus, MSME entrepreneurs can market and promote products through digital channels. Through a series of planned activities, this community service activity aims to provide education on the application of digital business to the Pottery MSMEs in Binoh Village. By using the Participatory Rural Appraisal (PRA) method, the activities are divided into four major stages, namely initial initiation and planning, implementation, supervision, and evaluation. Based on the results of observations and evaluations, it is known that the response of MSMEs actors is very positive to the education provided. MSMEs actors view digital marketing as having an important role to help their businesses survive. It is hoped that in the next stage the government will take an active role in developing Binoh typical pottery MSMEs, Ubung Kaja Village. Not only as a form of effort to move the people's economic sector but also as an effort to maintain pottery as traditional Balinese art.
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Yusuf Hendrawanto, Aditya Rizqi Senoaji, Andriyan Eka Sapta, and Bagas Putra Pradana. "Pelatihan Digital Marketing dan Manajemen Keuangan pada UMKM Gardenia Art Indonesia." Jurnal Pengabdian Kepada Masyarakat 2, no. 2 (August 10, 2023): 59–64. http://dx.doi.org/10.54066/abdimas.v2i2.304.
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Usaha Mikro, Kecil, dan Menengah (UMKM) berperan penting dalam pertumbuhan pembangunan dan ekonomi. Salah satu UMKM yang sedang berkembang adalah Gardenia Art Indonesia yang bergerak di bidang kerajinan, yaitu pot hias. Permasalahan yang ditemukan pada UMKM Gardenia Art Indonesia adalah minimnya pengetahuan dan pemahaman pemilik dan pengelola UMKM tentang akuntansi, khususnya pencatatan dan pembukuan hingga penyusunan laporan keuangan serta belum maksimalnya pemasaran produk yang dilakukan oleh Gardenia Art Indonesia. Metode pelaksanaan kegiatan pengabdian kepada masyarakat terdiri dari lima tahap, yaitu (1) analisis kebutuhan; (2) penyusunan materi pelatihan; (3) sosialisasi; (4) pelatihan manajemen keuangan; (5) pelatihan digital marketing; dan (6) evaluasi. Kegiatan pelatihan digital marketing dan manajemen keuangan pada UMKM Gardenia Art Indonesia menghasilkan Ms. Excel yang sudah di-costumize yang bisa digunakan oleh pemilik dan pengelola UMKM Gardenia Art Indonesia untuk mencatat keuangan, membuat pembukuan, laporan keuangan sederhana dan akun YouTube yang bisa digunakan untuk mempromosikan produk pot hias UMKM Gardenia Art Indonesia serta juga akun Tokopedia dan Shopee untuk menambah jangkauan konsumen. Selama dua bulan setelah dilaksanakannya pelatihan, pemilik dan pengelola UMKM Gardenia Art Indonesia berhasil membuat pencatatan keuangan, pembukuan, dan laporan keuangan yang baik. Selain itu, terjadi peningkatan pembelian produk pot hias, khususnya melalui Tokopedia dan Shopee.
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Afef, Sahli. "State of the Art: Authenticity and Influencer Marketing." International Review of Management and Marketing 14, no. 1 (January 16, 2024): 39–47. http://dx.doi.org/10.32479/irmm.15446.
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Digital marketing is a new form of marketing that uses several digital media to spread a message. Influencer marketing is a promising acquisition channel for companies to explore. Engaging with influencers can help a company improve its brand image and stand out in an increasingly competitive marketplace. However, these opinion leaders can influence the purchasing behavior of the target audience. These are individuals with skills in a particular field, using them to create quality content, they are recognized as experts in their field. The content they publish is often in the form of a personalized story incorporating their opinion on a situation, a product or a service. Success lies in establishing a genuine, preferably long-term, relationship between the brand and its influencers. The objective is to rigorously analyze the links and elements that give meaning to this “Influencer marketing authenticity” interaction. As part of this research, we presented a detailed literature review of authenticity and influence marketing.
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Herlangga Turna Cahyantoro. "Pemanfaatan Media Sosial Sebagai Proses Digital Marketing Untuk Peningkatan Nilai Jual Di UMKM Kerajinan Bambu." Jurnal Pengabdian Masyarakat Indonesia Sejahtera 2, no. 3 (July 17, 2023): 102–11. http://dx.doi.org/10.59059/jpmis.v2i3.240.
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Digital marketing is a marketing concept that is widely used in this modern era. Many manufacturers choose to use digital marketing in their marketing process because marketing goods through digital media saves energy and costs. In the process of digital marketing or digital marketing, a high creative process is needed because digital marketing requires producers to make content as attractive as possible for consumers to see and be interested in the products offered. In this case we examine how useful the application of digital marketing is in the marketing process of Bamboo MSMEs located in the Kepanjen Kidul Village, Kepanjen Kidul District, Blitar City. The method used is descriptive method with a qualitative approach. The descriptive method is used to describe the efforts of UMKM Bambu "Arunika Art" in developing their marketing with digital marketing. Meanwhile, a qualitative approach is used to explain the process of implementing digital marketing in line with the development of its business. The mentoring work program carried out for bamboo MSMEs is to utilize digital marketing, carry out digital content creation. Through a strong brand identity and an effective digital marketing strategy, bamboo MSMEs in the Kepanjen Kidul Village can experience significant empowerment.
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Novaković, Jelena. "Instagram and artistic platforms as revenue streams for artists in Serbia." INSAM Journal of Contemporary Music, Art and Technology, no. 6 (July 15, 2021): 103–13. http://dx.doi.org/10.51191/issn.2637-1898.2021.4.6.103.
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Digitalization and development of a digital marketing strategy as a way to attract the (particularly young) audience is a prerequisite for modern artists. The COVID-19 pandemic emphasized this need even more, but even without pandemics, it is very hard for an artist to reach its public and to present its work to a wider range of audiences without utilizing digital tools. In this article, the author will present some possibilities available for artists to improve their visibility and promote their work in a new global digital art market. The importance of understanding the digital world, the audience’s preferences, and digital marketing are crucial for modern artists. The aim of this paper is to analyze the importance of the digital art market for artists in Serbia. The research was conducted using a questionnaire survey focused on 88 artists actively creating and participating in the art world, mostly from Belgrade, Serbia. After a contextualization of data, it is evident that the majority of artists from fail to generate income in the digital art market.
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Attri, Rekha, and Rahul Bairagi. "Guthali – challenges in marketing Indian handicrafts and handloom." Emerald Emerging Markets Case Studies 12, no. 1 (February 22, 2022): 1–23. http://dx.doi.org/10.1108/eemcs-09-2021-0298.
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Learning outcomes After reading and discussing the case, the participant would be able to: comprehend business expansion strategies and challenges of an entrepreneur dealing with handicraft and artefacts, digital marketing, entrepreneurship and marketing strategy; understand how a comprehensive digital marketing plan for the business is developed; discuss the pros and cons of digital marketing. Case overview/synopsis The handloom and handicraft industry has been the backbone of India’s rural economy for decades. It is one of the largest employment generators after agriculture, providing livelihood to country’s rural and urban population. The protagonist in the case had a strong inclination towards various art and craft forms, and her passion led her to start her venture – Guthali, wherein she sourced various handicrafts and handlooms from local artisans and after adding value to the fabric or art form through painting, block printing, etc., marketed it to the customers. However, the marketing was full of challenges, with brands like Fab India, enjoying high awareness and customer base. This case highlights the challenges faced by the protagonist to market Indian handicrafts and handloom in the urban market. The readers of the case would be able to learn about various stages involved in developing digital marketing strategies. Complexity academic level This case is suitable for postgraduate courses in digital marketing and entrepreneurship to understand the entrepreneurial challenges and come up with digital marketing solutions. This case is equally suitable for management development programmes on how digital marketing can help entrepreneurs grow their businesses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Sidharta, Reviola Celly, Mira Gunawan, Yusuf Ariyanto, Theresia Nataniela Renata Puspa, and Pramesti Regista. "Perancangan Strategi Digital Marketing untuk UMKM Barongan di Desa Galengdowo." ABDIMASKU : JURNAL PENGABDIAN MASYARAKAT 6, no. 1 (January 31, 2023): 141. http://dx.doi.org/10.33633/ja.v6i1.994.
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Barongan merupakan produk kesenian daerah yang cenderung kurang dikenal dan diminati oleh masyarakat sekarang ini, hal tersebut secara langsung berdampak terhadap penjualan produk kesenian barongan. Dampak tersebut dirasakan sejumlah besar pengerajin produk kesenian barongan, khususnya produk kesenian barongan Tariske Art, sehingga diperlukan strategi pengembangan melalui digital marketing UMKM Barongan. Kondisi tersebut diperparah dengan Pandemi COVID-19 yang menyebabkan pentas seni harus dihentikan menyebabkan pesanan produk kesenian barongan Tariske Art menurun. Kegiatan pendampingan UMKM Barongan menjadi salah satu upaya tim PPK Ormawa untuk mendorong serta meningkatkan kesadaran dan ketertarikan masyarakat terhadap produk kesenian barongan. Metode yang digunakan dalam kegiatan pendampingan tersebut adalah perencanaan, aktualisasi, dan pengendalian penggunaan e-commerce dan social media. Kegiatan pendampingan juga diwujudkan dalam inovasi yang menginisiasi pembuatan produk baru untuk menarik minat konsumen, seperti gantungan kunci dan pigura wayang yang dibuat secara manual sehingga memiliki nilai otentik. Tujuan perencanaan strategi digital marketing ini adalah semakin luasnya pasar UMKM Barongan Tariske Art yang menyebabkan peningkatan pendapatan, dengan harapan masyarakat mencintai produk lokal dan menyadari nilai estetikanya, tidak hanya membeli saja namun menciptakan dan menggunakan produk lokal tersebut.
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Rahmani, Shinta, Edita Rachma Kamila, and Cynthia Eka Violita. "NFTs And Branding: A Marketer's Guide to The Digital Art Craze." Journal of Economic, Bussines and Accounting (COSTING) 7, no. 4 (June 3, 2024): 7914–19. http://dx.doi.org/10.31539/costing.v7i4.10491.
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This research explores the integration of Non-Fungible Tokens (NFTs) into branding strategies within PT. BISI International, TBk, focusing on the agricultural sector. Utilizing a quantitative approach with a sample of 80 participants, the study investigates the direct and indirect effects of Social Media Engagement (SME) and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding. The findings reveal significant direct effects of Social Media Engagement and Marketing Strategy Adoption on Consumer Perception and Market Understanding of NFTs and Branding, highlighting the pivotal role of social media engagement and strategic adoption of NFTs in shaping consumer perception and market understanding. Moreover, the study identifies a significant indirect effect of Social Media Engagement on Market Understanding of NFTs and Branding through Consumer Perception, underscoring the mediating role of consumer perception in driving market understanding. However, the indirect effect of Marketing Strategy Adoption on Market Understanding of NFTs and Branding through Consumer Perception is found to be non-significant, suggesting a nuanced relationship between marketing strategy adoption, consumer perception, and market understanding. These insights provide valuable implications for marketers seeking to leverage NFTs to enhance brand positioning, consumer engagement, and market understanding within the agricultural sector.
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Raut, Sharvari, Shruti Thakare, Yamini Pohane, and Bhramari Deharkar. "Review Report on NFT Marketing." International Journal for Research in Applied Science and Engineering Technology 12, no. 11 (November 30, 2024): 12–19. http://dx.doi.org/10.22214/ijraset.2024.64925.
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Abstract: This review paper examines the rising influence of Non-Fungible Tokens (NFTs) in the field of marketing,focusing on how these unique digital assets are changing brand strategies and consumer interactions. Businesses are increasingly using NFTs to offer exclusive experiences, strengthen customer loyalty, and promote ownership of digital products like virtual collectibles, art, and branded content.The paper provides a comprehensive overview of the current applications of NFTs in marketing, including digital collectibles, virtual real estate, branded content, and customer incentives. It also addresses the challenges and risks, such as market volatility, environmental concerns, regulatory uncertainties, and the evolving consumer perception of digital ownership. Additionally, the study explores future developments, such as the convergence of NFTs with the metaverse and social platforms, and the growing importance of gamification in brand storytelling. By synthesizing existing researchand how marketers can effectively use NFTs while managing risks in this rapidly changing digital environment.
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Raihana Putri Junaedi, Sausan, Victoriani, and David Edmond. "Successful Digital Marketing Techniques for Business Development." Startupreneur Business Digital (SABDA Journal) 3, no. 1 (March 6, 2024): 19–25. http://dx.doi.org/10.33050/sabda.v3i1.429.
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In the constantly changing digital environment, digital marketing has emerged as a crucial component of company growth. Effective digital marketing techniques are thoroughly discussed in this article as the key to achieving significant business growth. This article's major goal is to give readers a thorough grasp of the value of identifying the target audience, creating high-quality content, optimizing it for search engines, using social media, using data analysis, and being responsive to shifting digital trends. We also go over the advantages of using this method, including how it can improve visibility, customer retention, and business conversions. This article seeks to serve as a comprehensive how-to manual for businesses and entrepreneurs who wish to learn the art of digital marketing for long-term company expansion.
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Nuruddin Islam, Muchammad, Glenn Anggoro Pranana Indarto, Choirina Kamilia Rohani, Nanda Nur Humairoh Arifin, Muhammad Arlyen Sahdan, and Gideon Setyo Budi Witjaksono. "Penerapan Strategi Pemasaran Digital Untuk Meningkatkan Penjualan Produk Umkm Pada Kelurahan Blitar." Jurnal Pengabdian Pada Masyarakat Indonesia 2, no. 3 (June 21, 2023): 53–58. http://dx.doi.org/10.55542/jppmi.v2i3.677.
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Marketing strategy is a form of a company's plan in the marketing field to obtain optimal results. Information technology is becoming an integral part of all fields, profit or non-profit. Education, banking, government, art, telecommunications, law, and tourism all use information technology in some capacity. MSMEs in Blitar Village have problems in the application of digital marketing so that there needs to be a solution to these problems. The methods used are observation, interviews, focus group discussions, and demonstrations. The result of this activity is the delivery of material on the application of digital marketing such as the definition of digital marketing, examples of digital marketing, the impact of digital marketing, and a tutorial session on the use of e-commerce. The response from the Blitar Village MSME players who were also the audience was very positive and they intended to learn to apply digital marketing as soon as possible.
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Satrio, Banu Radyto Dwi, Raissa Azaria Andini, and Siti Sahara. "Implementasi Strategi Digital Marketing Sebagai Inovasi Kreatif di Bidang Wirausaha Nails Art." Jurnal Indonesia : Manajemen Informatika dan Komunikasi 5, no. 3 (September 10, 2024): 2276–88. http://dx.doi.org/10.35870/jimik.v5i3.884.
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Nail treatment has become an important aspect for all groups of women. The use of fake nails Press on nails has become a popular alternative in the beauty industry, especially in nail art. Recently, the press on technique has become a significant trend among nail art fans. This study analyzes the factors that influence the popularity of press on nails and their impact on the development of entrepreneurial business in the nail art industry. The results showed that the popularity of press on nails in the nail art entrepreneur industry is determined by several main factors such as ease of use, application speed, design variations, and endurance. In addition, effective marketing strategies such as the use of social media and collaboration with influencers also play an important role in increasing the popularity of press on nails.
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AL Shukri, Dhrgham Ibrahim. "Mastering the Art of Marketing Communications: Strategies for Success in the Digital Age." Stallion Journal for Multidisciplinary Associated Research Studies 3, no. 2 (May 5, 2024): 36–43. http://dx.doi.org/10.55544/sjmars.3.2.4.
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The research topic was chosen as a result of the importance of communications in organizations in general and the marketing process in particular. Without communications, the organization cannot survive and continue. The problem of the study was diagnosed in the lack of sales of some types of products of the General Company for the Production of Vegetable Oils, despite their distinction, position, and reputation in the market and so on. Its products have standard specifications, lack of channels for communicating with customers, and find out whether the management of the researched company has a comprehensive perception of the concept of integrated marketing communications. Therefore, the research aimed to know the type of relationship and the extent of the influence occurring between integrated marketing communications as an independent variable represented by its nine dimensions and marketing performance. As a dependent variable, represented by its four dimensions, using the descriptive and analytical approach, and for this reason, two main hypotheses were formulated for the research, from which nine hypotheses branched. In order to achieve these goals, the study was applied in the General Company for the Manufacture of Vegetable Oils using the descriptive and analytical approach, with a purposive sample of (84) individuals from the department managers and the company’s employees. Through the questionnaire and analyzing it statistically using statistical methods (arithmetic mean, standard deviation, relative importance, coefficient of determination, R, simple correlation coefficient, test 2, exploratory factor analysis test, latent root KMO scale, Bartlett’s test) in the statistical analysis program 23 SPSS, as well as personal interviews conducted by the researchers, which showed the methods. There are a number of statistical results, the most important of which is the existence of a significant correlation and influence between marketing communications and marketing performance. In conclusion, the researchers presented a set of recommendations and proposals, the most important of which can be mentioned, the most important of which is the need for the state to protect and support the company’s products by imposing a customs tax on similar imported products, as well as the necessity of managing the company. The research subject raised her employees' awareness of her desire to increase marketing performance and informed them of her level of performance on a regular basis, in order to detect and correct deviations And we can say The current research aims to test the extent of the impact of marketing communications, represented by its elements (advertising, personal selling, sales promotion, public relations, publishing, and direct marketing, on customer satisfaction, and through it, we can determine the extent of the impact of the marketing communications strategy on customer satisfaction. The problem of the research was represented by the difficulty of marketing services due to the lack of special customizations. Marketing activities, and the importance of research stems from the importance of the role. What marketing communications perform in achieving the objectives of the researched organization, the Iraqi Library and Documentation House, is to accomplish its work with high efficiency and gain the satisfaction of its customers. Data were collected through the use of a questionnaire that was distributed to a purposive sample of (40). Researched, and a set of statistical methods were used to determine the level of importance of the research variables, as well as to test the extent of the influence of the independent variable, marketing communications, on the dependent variable (customer satisfaction through the use of the statistical program (SPSS25), and all results were identical to the research hypotheses. The researcher reached a set of conclusions, the most important of which was the lack of a clear marketing communication strategy adopted by the researched organization. The researcher also reached a set of recommendations, the most important of which was that the researched organization adopt a payment strategy to promote its services.
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Pavanelo Pivetta, Natália, and Vanessa De Campos Junges. "Custom Art." Cadernos de Gestão e Empreendedorismo 12, no. 1 (May 10, 2024): 77–90. http://dx.doi.org/10.32888/cge.v12i1.61390.
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Este caso foi desenvolvido como instrumento de ensino para uso nos cursos de gestão, sendo realizado um debate que instiga a implementação de estratégias de marketing digital. Para isso, apresenta-se uma situação vivenciada por dois jovens empreendedores que estão sob o comando de sua primeira empresa, a Custom Art. Aberta em novembro de 2020, a empresa está em processo de desenvolvimento de estratégias que auxiliem a impulsionar suas vendas, mas seus gestores não sabem como começar. Para tanto, contam com o debate realizado entre alunos e professores, a partir da construção da narrativa elaborada no caso visando a melhor solução.
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Richmond, William, Scott Rader, and Clinton Lanier. "The “digital divide” for rural small businesses." Journal of Research in Marketing and Entrepreneurship 19, no. 2 (October 16, 2017): 94–104. http://dx.doi.org/10.1108/jrme-02-2017-0006.
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Purpose This research aims to contribute to the marketing and entrepreneurship literature by showing that there is a new, different digital divide for rural small businesses based not on access to the internet but on its use for digital marketing. Design/methodology/approach This research uses data from the state of North Carolina, examining 1,000 businesses across both rural and non-rural geographies in terms of their deployment of Web and social media marketing technologies. Further, within the rural category, analysis proceeded to ascertain potential differences between “western” (mountainous) and “eastern” (coastal) rural areas. Findings The research concludes that despite significant improvements in broadband access in rural areas, rural small businesses still lagged in terms of adoption of state-of-the-art Web and social media marketing practices. However, between western and eastern rural areas, differences in this lag in best practice were not discovered. Research limitations/implications Although the data collected were limited to small businesses in North Carolina, the results may not generalize all small businesses. Originality/value While underserved, rural economies received apt attention with regard to closing the proverbial “digital divide” in terms of broadband (high-speed internet) services. Resolution of this disparity does not necessarily portend that those same constituents also closed the gap in terms of using online, marketing best practices that are facilitated by broadband. Policymakers wishing to promote rural economies need to address not only the existence of an internet infrastructure but also the small businesses’ willingness and ability to use it effectively.
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Wang, Michelle Chaotzu, and James Quo-Ping Lin. "The Future Museumshapes the museum future." Arts and the Market 8, no. 2 (October 1, 2018): 168–81. http://dx.doi.org/10.1108/aam-12-2017-0030.
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PurposeThe purpose of this paper is to introduce a progressive strategy of the National Palace Museum (NPM) using new media art exhibitions as a creative marketing tool to interpret its collection, generate cultural value and navigate the greater global context.Design/methodology/approachA review of museum marketing literature and the challenges presented by Taiwan’s sociopolitical situation contextualize discussions on marketing activities and the emergence of museum-commissioned new media art at the NPM within the past two decades.FindingsDemocratic potency inherent in the digital medium has enabled the NPM to transcend the conflicting cultural perceptions surrounding its collection and fulfill the function of market expansion and cultural transmission.Originality/valueSpecialized heritage museums, such as the NPM, do not traditionally create or collect contemporary artworks that engage in ongoing cultural dialogues. This paper brings into view the novelty of using the digital medium to generate cultural value as exemplified in the new media art commissioned by the NPM.
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Güner, Atiye, and İsmail Erim Gülaçti. "Business models transformed by digitalization in contemporary art museums and galleries." Journal of graphic engineering and design 13, no. 1 (March 2022): 13–20. http://dx.doi.org/10.24867/jged-2022-1-013.
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In the 21st Century, the common features of the developing digital technol- ogy are compressed information, accelerated information management, big data, multiple interaction, personalization and uninterrupted access and convergence. These features are seen as factors that accelerate access to information, reduce some communication and cost expenses economically, speed up sales and marketing, provide visibility to institutions, and increase ideas and sharing. With the effects of digital technology Contemporary art museums and galleries have experienced digitalization processes in order to maintain their existence and achieve their goals. Digitalization is not limited to being a technical application, but it is a process that transforms contem- porary art institutions as a whole, especially in communication, institution- alism, branding, marketing, finance and sustainability. Therefore, digital technology requires to be available to institutions. Being a contemporary art institution requires being intellectually and technologically renewed in institutional, managerial and communicative terms. The mission and sustain- ability of art and art institutions should be ensured in harmony with technol- ogy. Therefore, new business models have been required in the digitalization processes in art institutions and the need for changing business models will increase as technology develops. Purpose of the study: To identify the new business models of contemporary art museums and galleries, and in parallel, the features they need in human resources, and to raise awareness on this issue. In this study, the hybrid structure of new business models needed in contemporary art institutions has been revealed as a whole. In the study, it has been revealed based on the examples and the viewpoints of authorized persons that, managerial digital strategies in contemporary art museums and galleries should contain the distinction specific to art. The main result that emerged from the interviews is the hybrid structures of the new business models needed by contemporary art museums and galleries in the digital age, blended with digital technology and the knowledge of art management.
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Makrydakis, Nektarios. "Digital Darwinism: : Digital transformation, marketing and public higher education in Greece." IROCAMM-International Review Of Communication And Marketing Mix 1, no. 5 (2022): 21–35. http://dx.doi.org/10.12795/irocamm.2021.v05.i01.02.
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The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of ‘Criterion sampling’. The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies
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Arifiyanto, Joiverdia. "Company Forms in Digital Economy Era." Neoclassical Legal Review: Journal of Law and Contemporary Issues 2, no. 1 (May 28, 2023): 47–52. http://dx.doi.org/10.32734/nlr.v2i1.11512.
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The acceleration of globalization driven by the massive development of information and communication technology in all sectors of human life has changed human attitudes and lifestyles. This change then creates an awareness that creative and innovative human resources are more reliable than just industrial strength. This awareness encourage the birth of a creative economy that focuses on industries based on creativity and talent. Indonesia’s creative economy has entered the digital economy era. Basically, Indonesia is a potential country in the Creative Economy, but has problems with global marketing. The creative economy focuses on goods and services based on talent and expertise with an orientation towards overcoming unemployment problems and encouraging the development of companies based on the economic potential of a region. The element of the creative industry is a combination of intellectuals with art, technology or business that work in a synergy. One of the driving forces of Indonesia’s creative economy is MSMEs. Marketing problems through new business forms such as startups open up special opportunities for MSME business entities that can take advantage of e-commerce models that provide direct buying and selling services on online website or act as shopping center service providers
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Kiryakova-Dineva, Teodora, and Dilyana Yaneva. "Top 6 literacies in marketing education: State-of-the-art approach." Contemporary Educational Technology 17, no. 1 (January 1, 2025): ep544. http://dx.doi.org/10.30935/cedtech/15636.
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To educate capable and literate citizens in the current digital age, high adequacy in all facets of education is required. One could argue that innovation necessitates educational needs and specific knowledge including general literacy for a more profiled human activity towards new emerging technological, digital and social standards. The way that teaching and learning are traditionally understood in relation to the idea of literacy is affected by this shift. The traditional conception of teaching and learning with regard to the idea of literacy is impacted by this remodeling as well. It becomes clear in this case that financial literacy, digital literacy, or economic literacy cannot be regarded as the only, best, or most appropriate kind.<br /> With respect to the concept of literacy in marketing, the current study explores the educational requirements that stem from the broader definition of literacy. Utilizing a state-of-the-art approach and a mixed methodology, the authors explore the needs for specific literacies in marketing and search for a new model for their application in marketing itself. The focus is on how the students feel about needing a particular kind of literacy. Certain aspects of the literacies set and their requirements within the context of higher education institutions are related, according to the findings of a questionnaire survey. This study’s discussion attests to the intricacy and dynamic nature of education at the tertiary level and reveals the concept of literacy in its widest sense.
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Skiera, Berndt, and Daniel M. Ringel. "Using Big Search Data to Map Your Market: Marketing in a Digital Age." IESE Insight, no. 32 (March 16, 2017): 31–37. http://dx.doi.org/10.15581/002.art-2982.
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Amore, Giuliana. "Digital Service Act e turismo online." RIVISTA ITALIANA DI DIRITTO DEL TURISMO, no. 39 (July 2023): 54–79. http://dx.doi.org/10.3280/dt2023-039003.
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Pochi anni dopo l'entrata in vigore del GDPR (General Data Protection Re-gulation o Regolamento generale sulla protezione dei dati), l'UE ha approva-to un'altra fondamentale legislazione ispirata alla protezione dei dati. Si tratta, com'è noto, del Regolamento sui servizi digitali (Digital Service Act o DSA) volto principalmente a creare uno spazio digitale più sicuro. Tutto ciò riguar-da, ovviamente, anche l'industria dei viaggi e del turismo, una delle più colpi-te dallo sviluppo digitale e tra le prime ad utilizzare le tecniche di marketing digitale per coinvolgere gli utenti: da qui, la necessità di individuare, da un la-to, l'ambito soggettivo e oggettivo di operatività del Digital Service Act, con precipuo riferimento al settore turistico; e, dall'altro, le implicazioni e i colle-gamenti sistematici tra il Digital Service Act e il GDPR.
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Bermejo Siller, Carmen. "Dinámicas del marketing digital." VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual 9, Monográfico (November 7, 2022): 1–11. http://dx.doi.org/10.37467/revvisual.v9.3580.
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El sector que compete en la presente investigación es la industria de la automoción la cual ha ido evolucionando de forma progresiva en los últimos años. Para abordar el objeto de estudio se ha realizado una revisión bibliográfica sobre las últimas tendencias y paradigmas en automoción, novedosas formas de consumo y tendencias en su uso. Tras la investigación, se ha logrado establecer unas conclusiones en esta época de incertidumbre que vive el sector, estableciendo una serie de tendencias en cuanto a las herramientas de marketing digital más favorables para empujar a la demanda hacia la estabilidad.
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Aziz, Mohd Nasiruddin Abdul. "Exploring the impact of TikTok affiliate marketing on creativity among art and design students." SHS Web of Conferences 197 (2024): 05004. http://dx.doi.org/10.1051/shsconf/202419705004.
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The researcher investigates the impact of TikTok affiliate marketing on creativity among art and design students at University Teknologi MARA, Perak Branch, Malaysia. This article presents a SWOT analysis through the practical experience within one semester. The approach was implemented during an advertising class, where students engaged in creative idea generation and video editing to compete against each other. The student’s assessment relied on data analytics, measuring both sales performance and video engagement. Notably, the assessment process involved the global TikTok community as “world citizens” became assessors, effectively measuring the impact and creativity of the students’ marketing efforts. As a result, the students displayed enthusiasm for this assignment, as it transcended the conventional boundaries of a typical academic task. Beyond merely seeking a grade, students were immersed in an experiential learning process that introduced them to the dynamic world of digital marketing on demand. Moreover, their participation in TikTok affiliate marketing enabled them to access additional benefits, such as free product reviews, selling commissions, and the opportunity to support local entrepreneurs through promotion. Overall, this research highlights the potential of TikTok affiliate marketing as an effective tool for fostering creativity and practical skills among art and design students, empowering them with valuable insights into the digital marketing landscape while contributing positively to the wider business ecosystem.
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Qin, Wei. "An Analysis of the Development and Marketing Strategy of Art Merchandise in Art Museums." Highlights in Art and Design 2, no. 1 (February 20, 2023): 44–48. http://dx.doi.org/10.54097/hiaad.v2i1.5323.
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There have been many limitations and lags in the commercial operation of public art institutions, while art merchandise is an important business for the commercial operation and profitability of art museums. How to make profits in the market while still building an art brand image has been the priority for art museum operators to think and study. This paper examines the new experiences and innovative initiatives of public art museums in the art merchandising business through the case of the National Museum of Modern and Contemporary Art, Korea (MMCA). First, through the experience of operating art merchandise at the MMCA, it is found that a sound archival management of art museums is conducive to boost the quality and diversity of art merchandise and to dominating the market. Secondly, the production of high-quality digital content and its display on the visited web pages are favorable to increase online sales, raise profits and advertise the brand at the same time.
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Habelsberger, Beatrix E. M., and Pawan V. Bhansing. "Art Galleries in Transformation: Is COVID-19 Driving Digitisation?" Arts 10, no. 3 (July 23, 2021): 48. http://dx.doi.org/10.3390/arts10030048.
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Compared to other consumer goods markets, art galleries have long been reluctant to innovate through digitisation. However, the global outbreak of COVID-19 forces art galleries to reconsider the role of digital channels. This study aims to provide a better understanding of the art gallery business model and its related difficulties of integrating digital channels into marketing, communication, and sales. Twenty interviews with gallery owners and managers in Vienna and Salzburg were conducted. They were asked about their attitudes towards, opinions on, and experiences with digital channels, and how they reacted to the restrictions caused by COVID-19. The findings verify that COVID-19 has led galleries of any type to reconsider their digital strategy. We identified limitations with respect to digital channels: plain presentation of information online; lacking or distanced personal interaction; online anonymity that disconnects from the social art environment; increased information and price transparency; a more commercial appearance; limited resources for digital adaptations. Galleries striving to integrate digital channels into their business model should pay attention to ensuring that analogue, as well as digital, channels are integrated into a coherent system where personal contact and the physical location remain the core of the business.
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Oldfield, Anna. "Digital Dreams and Dubious Dollars: The Challenge of Immersive Van Gogh." Saryn 12, no. 3 (September 23, 2024): 112–35. http://dx.doi.org/10.59850/saryn.3.12.2024.230.
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The purpose of this study is to discuss the popularity, questions, and controversies surrounding art-themed digital immersive exhibitions based on the life and paintings of Dutch painter Vincent Van Gogh (1853-1890). Since 2019, art-themed immersive exhibits have become extremely popular, with attendance that outstrips many museums showing the same artists, spawning controversy and challenging the fine art world. This study examines the rise of immersive art experiences, arguments for and against immersive spectacles as a way of experiencing artwork, and theoretical perspectives. Methodologies include research into historical, cultural, and commercial contexts including reviews, analyses, critiques, and participant observation. The study discusses components of the exhibition and presents specific arguments for and against them by producers, art critics, critical theorists, and spectators. Questions considered include: Are these exhibitions offering authentic art experiences, or are they exploiting great art for profit? Are they making art more accessible, or are they leading people away from seeing original paintings? Is the way people relate to art fundamentally changing in the age of social media, and if so, how will museums adjust? This study is novel in that it presents and evaluates diverging viewpoints on these controversies and proposes a more flexible approach that centers participant experiences over marketing claims and critical objections.
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Sifaki, Eirini, and Maria Papadopoulou. "Exploring film marketing in the new age digital era. Four cases of marketing European art house film productions." International Journal of Cultural Management 1, no. 1 (2022): 3. http://dx.doi.org/10.1504/ijcultm.2022.120963.
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Sifaki, Eirini, and Maria Papadopoulou. "Exploring film marketing in the new age digital era. Four cases of marketing European art house film productions." International Journal of Cultural Management 1, no. 1 (2019): 1. http://dx.doi.org/10.1504/ijcultm.2019.10026127.
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Pavlović, Maja, and Ljubiša Bojić. "Political marketing and strategies of digital illusions: Examples from Venezuela and Brazil." Socioloski pregled 54, no. 4 (2020): 1391–414. http://dx.doi.org/10.5937/socpreg54-27846.
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State represents a social phenomenon which is constantly changing - just like all political actors. The direction of that evolution is determined by the development and current state of the art in technological domain. That explains how the rise of social media and new ICTs has shaped the contemporary political communication. This paper sheds light on the manner in which digital tools are exploited in an unpredictable social ambience which is characterized by numerous political crises. Special attention has been given to the phenomenon of digital astroturfing and political disinformation trends in Venezuela and Brazil. We have found that the dynamic technological development combined with the use of political bots has been creating the potential for fake news, thus impacting election processes and endangering democracy. Therefore, these phenomena need further scientific examination.
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Nata, Gusti Ngurah Mega, Putu Pande Yudiastra, and Made Pradnyana Ambara. "PKM Pengerajin Perak di Desa Celuk Kabupaten Gianyar." WIDYABHAKTI Jurnal Ilmiah Populer 3, no. 3 (July 31, 2021): 70–77. http://dx.doi.org/10.30864/widyabhakti.v3i3.267.
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Dibatasinya pergerakan orang karena pendemi Covid19 sejak awal tahun 2020 lalu, membuat banyak UMKM sudah mengalami penurunan omset. Salah satu usaha yang cukup terdampak yaitu usaha kerajinan perak I Kadek Edik Aritama di desa Celuk Gianyar. Kegiatan ini bermaksud membantu usaha dari I Kadek Edik Aritama, Permasalahan dari mitra yaitu produk mitra sepi pemesanan dari art shop di kawasan pariwisata yang juga sepi pembeli. Tujuan dari kegiatan pengabdian masyarakat ini yaitu ingin menyelesaikan permasalahan mitra. Mitra ingin melakukan digital marketing dan pembeli bisa membeli produknya secara online. Kegiatan yang dilakukan yaitu memberikan pelatihan digital marketing dan pembuatan website usaha sebagai media promosi. Metode kegiatan dimulai dari sosialisasi, Pembuatan website, pelatihan digital marketing, dan evaluasi kegiatan. Luaran dari pelatihan ini berupa website promosi dengan url www.bali-souvenir.com sudah selesai di bangun 100%, serta meningkatkan promosi penjualan mitra sampai dengan 20% setelah kegiatan dilakukan.
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Hermawati, Adya, Choirul Anam, Mulyono, Angga Eka Alfianto, Dani Riyadi, and Ayu Siti Ni’mah Syuridiniah. "Pendampingan Peningkatan Human Capital Melalui Eksplorasi Dimensi Visual di Kampung Tridi, Malang." Jurnal Pengabdian Nasional (JPN) Indonesia 5, no. 1 (January 20, 2024): 160–66. http://dx.doi.org/10.35870/jpni.v5i1.632.
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Tridi Village is a village located in Malang City, Indonesia, which is famous for the uniqueness and beauty of the 3D wall paintings that decorate the entire village. These paintings create an interesting visual atmosphere, reflecting local art, culture and traditions. Tridi Village has become a popular tourism destination that attracts tourists with its unique charm. Apart from the wall art, this village also has cultural heritage and local crafts which are an additional attraction. Increasing tourism attractiveness through innovative digital marketing strategies is expected to have a positive impact on economic growth and welfare of the people of Tridi Village. This research explores the application of creative thinking methods in developing digital marketing strategies to increase the tourism attractiveness of Kampung Tridi. Through brainstorming and mind mapping sessions, the people of Kampung Tridi are actively involved in generating innovative ideas related to the potential of tourism, arts and local culture. Brainstorming sessions create a collaborative space without critical boundaries, while mind mapping graphically visualizes the relationships between ideas. The result is an integrated digital marketing strategy, designed to increase tourist visits and empower the local economy. Implementation of this strategy requires active community involvement and full support from the local government.
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Semerenko, Zhanna. "DIGITAL ART IN THE TRAINING OF DESIGN AND TECHNOLOGY SPECIALISTS." Innovative Solution in Modern Science 2, no. 54 (October 2, 2022): 30. http://dx.doi.org/10.26886/2414-634x.2(54)2022.3.
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In the introduction of the article, the main trends of the modern world economy and their influence on the training of Ukrainian specialists in design and technology are clarified. The need for the synthesis of information technologies with art and scientific design education is emphasized. In the analysis of the latest researches and publications, provisions regarding the development of new forms and methods of training specialists in design and technology are singled out; development of scientific and artistic synthesis "science-art", mastering of digital art. A comparative analysis of the practical experience of design education in Great Britain and Ukrainian design education was carried out. The experience of using digital art for visual presentation of analytical computer graphics, which is necessary for digital illustration, is presented. Specific methods of research in the field of design education are characterized, corresponding to the modernized descriptors of the international and national framework of qualifications. It is recommended that the new descriptors of the National Framework of Qualifications be applied taking into account the STEAM approach to professional design education, where the abbreviation MM stands for design management and design marketing. The comments indicate insufficient digital socialization of design and technology specialists and little use of digital art in the training of design and technology specialists. The conditions for the transformation of the field of design in the cybertopia paradigm are formulated.Key words: digital art, design and technology, virtual environment, design education, science art.
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Jiménez Marín, Gloria, and Maria Fernandez-Osso Fuentes. "Communication, Digital Marketing, and Health." VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual 16, no. 2 (April 10, 2024): 217–27. http://dx.doi.org/10.62161/revvisual.v16.5229.
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El creciente uso de formatos digitales en el sistema publicitario español ha contribuido a un cambio importante en el marketing, por lo que los influencers son cada vez más demandados por las marcas.
El objetivo del artículo es evidenciar la prescripción que suponen estos perfiles y descubrir si afectan al trabajo de las agencias (plan de marketing, planificación estratégica o de medios, creatividad…) siendo un elemento estructural. La metodología combina métodos cualitativos y cuantitativos: entrevistas en profundidad, encuesta y Delphi.
Los resultados muestran el importante papel de estos perfiles sociales para sociedad, usuarios finales y empresas de comunicación y marketing.
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Setiawan, Dimas, Mei Lenawati, and Andria Andria. "Analisis dan Perencanaan Race Framework Digital Marketing Strategy Pada CV. Pandawa Digital Media." Fountain of Informatics Journal 7, no. 3 (May 11, 2023): 7–11. http://dx.doi.org/10.21111/fij.v7i3.9406.
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Abstrak“PANDAWA” branding & Digital Marketing merupakan sebuah bentuk usaha yang bergerak di bidang jasa optimasi produk bisnis, lewat optimasi branding dan digital marketing. Unit usaha ini terbentuk sebagai salah satu bentuk adaptasi dari berbagai fenomena transformasi revolusi industri 4.0, serta memiliki tujuan untuk memenuhi kebutuhan berbagai organisasi bisnis di Madiun dan pelaku UMKM di Madiun dalam melakukan scale up produk bisnis yang mereka miliki. Sedangkan produk CV PANDAWA Digital Media dilakukan secara terstruktur melalui tim riset dimana tahap awal dilakukan identifikasi penguatan branding, dari mulai Checking logo, tagline, foto produk dan lain sebagainya. Ketika branding sudah dirasa kuat baru dilakukan proses digital marketing, secara bertahap dari mulai fundamental marketing hingga distribusi marketing. Dikarenakan tergolong bidang usaha baru maka diperlukan strategi untuk memperkuat branding menggunakan RACE framework digital marketing yang bertujuan untuk membantu pengambilan keputusan dalam strategi pembukaan usaha CV PANDAWA Digital Media. Terdapat 4 tahapan dalam RACE framework yaitu Reach, Act, Convert & Enggage, yang nantinya dijadikan sebagai bahan untuk penyusunan dan analisis perancangan strategi digital marketing CV Pandawa Digital Media. Dari proses validasi terhadap struktural CV Pandawa Digital Media tahapan reach sebanyak 66% sangat setuju dengan adanya strategi dalam menentukan Pemilihan platform Social Networking. tahapan act sebanyak 50% sangat setuju membuat kampanye membership/keanggotaan tahapan Enggage sebanyak 66.7% sangat setuju membuat layanan After sales tahapan Convert sebanyak 50% sangat setuju membuat fasilitas pembayaran dengan dukungan landing space.Kata kunci: Digital Marketing, Race Framework, Technopreneurship Abstract[Analysis and Planning Of Digital Marketing Strategy Using Race Framework In Cv.Pandawa Digital Media] "PANDAWA" branding & Digital Marketing is a form of business engaged in the field of business product optimization services, through branding optimization and digital marketing. This business unit was formed as a form of adaptation to various phenomena of the transformation of the industrial revolution 4.0 and has the aim of meeting the needs of various business organizations in Madiun and MSME players in Madiun in scaling up their business products. Whereas CV PANDAWA Digital Media products are carried out in a structured way through a research team where the initial stage is to identify branding strengthening, starting from checking logos, taglines, product photos, and so on. When the branding is felt strong, then the digital marketing process is carried out, gradually starting from fundamental marketing to marketing distribution. Because it is classified as a new business field, a strategy is needed to strengthen branding using the RACE digital marketing framework which aims to assist decision-making in the strategy of opening a CV PANDAWA Digital Media business. There are 4 stages in the RACE framework, namely Reach, Act, Convert & Engage, which will later be used as material for the preparation and analysis of the design of CV Pandawa Digital Media's digital marketing strategy. From the process of validating the structural CV Pandawa Digital Media reach stages as much as 66% strongly agree with the existence of a strategy in determining the selection of the Social Networking platform. 50% of the act stages strongly agree to make a membership campaign, the Engage stage, 66.7% strongly agree to make After sales services, the Convert stage, 50% strongly agree to make payment facilities with landing space support.Keywords: Digital Marketing, Race Framework, Technopreneurship
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Mustajap, Siti Irna, Adzira Husain, Syamsul Bahrin Zaibon, Mohd Amirul Helmi Ismail, and Mohd Noor Abdul Hamid. "The Potential of Non-Fungible Tokens (NFTs) In Enhancing Malaysia's Arts and Cultural Heritage Preservation." PaperASIA 40, no. 6b (November 14, 2024): 71–85. http://dx.doi.org/10.59953/paperasia.v40i6b.282.
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This study investigates the transformative potential of Non-Fungible Tokens (NFTs) in revolutionizing the marketing of artworks by Malaysian visual artists, with a particular focus on promoting cultural heritage. NFTs, as digital assets secured by blockchain technology, offer artists innovative methods to monetize their creations while preserving authenticity and provenance. Despite their growing popularity, Malaysian artists face challenges such as limited knowledge and skepticism regarding the effective use of NFT technology. This research aims to identify strategies and best practices for incorporating NFTs into digital art marketing, particularly in the context of cultural heritage preservation. Through a combination of content analysis and semi-structured interviews with five experts, this study applies the soft laddering technique to explore the perceived benefits and challenges of NFTs. The findings highlight the significant potential of NFTs to enhance Malaysian artists' access to global markets and strengthen the preservation of cultural heritage. The study underscores the need for improved technological literacy and NFT utilization among Malaysian artists to maximize their presence and competitiveness in the evolving digital art marketplace.
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Jha, Ananya, and Ritambhara Jha. "The Art and Science of Marketing: Building the Ideal Media Mix Model." Journal of Marketing & Supply Chain Management 1, no. 1 (March 31, 2022): 1–2. http://dx.doi.org/10.47363/jmscm/2022(1)127.
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In an era of fractured media landscapes and fleeting consumer attention, crafting the ideal marketing media mix has become an intricate puzzle. This paper navigates the labyrinthine path towards an effective and dynamic blend of channels, ensuring brand messages resonate with the ever-evolving digital audience. By prioritizing audience understanding, aligning with strategic goals, selecting the right channels, and implementing machine learning based modeling, brands can orchestrate a symphony of strategies that captivate consumers and drive meaningful results. The paper also emphasizes the need for data-driven decision-making and continuous optimization of the media mix in an ever-changing marketing environment.
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Raharti, Rini, Titi Laras, Bambang Jatmiko, and Aditya Kurniawan. "Pemberdayaan Kelompok Seni di Dusun Nitiprayan Bantul." Yumary: Jurnal Pengabdian kepada Masyarakat 4, no. 1 (November 2, 2023): 85–91. http://dx.doi.org/10.35912/yumary.v4i1.2458.
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Purpose: Service activities aim to help empower art groups through innovation and artistic creation. The target audience for the program is unproductive people, namely the Niti Budaya arts group in Nitiprayan hamlet, Ngestiharjo Village, Kasihan District, and Bantul Regency, which has 40 members. The problem experienced by partners is the lack of innovation and creativity in art groups, especially in dance, and the partners of these art groups are not yet well known to the wider community. Methodology: The partner's solution to the problem is to help the art studio conduct classical dance training in Sari Tunggal and Lambangsari and assist with digital marketing training. Apart from being attended by art groups, the training activities were also attended by local people who had an interest in the arts. Results: The results of the training program showed that the Niti Budaya arts group understood and mastered the classical dances, Sari Tunggal and Lambangsari, which were organized by the service team. The arts group's understanding of digital marketing has been demonstrated by promotional activities via social media and directly in the target market. With these activities, the arts groups increased in terms of understanding and well-being. Contribution: This activity will continue to be conducted to correct deficiencies and evaluate all activities. Limitations: This activity is beneficial for the community, especially the dance group in Nitiprayan.
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Lahmidi, Zineb, and Achraf Dadouh. "UX with regard to interruptive advertising on YouTube: State of the art." International Journal of Engineering, Business and Management 7, no. 3 (2023): 31–40. http://dx.doi.org/10.22161/ijebm.7.3.6.
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Often attached to usability, design, utility, accessibility, ergonomics, system performance, marketing, human-machine interaction, etc., UX is a multidisciplinary concept in continuous evolution. Among the online platforms marking this evolution, we shed light on one of the most manipulated video content sharing websites in Morocco: YouTube having a growing popularity and proposing a diversified digital advertising offer. From this point of view, the current research is theoretical in nature. It attempts to address the concept of user experience from a marketing perspective in general and in light of the evolution of YouTube advertising in particular. The aim is to focus more on the influencing factors attached to interruptive advertising on YouTube.
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Pardede, Samuel, Sinta Simanjuntak, and Maidinse Hutasoit. "Pengembangan Usaha Kerajinan Alat Musik Tradisional Batak Berbasis Digital Marketing Melalui Pejuang Muda." ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi 1, no. 1 (February 22, 2022): 69–73. http://dx.doi.org/10.55123/abdikan.v1i1.124.
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Pejuang Muda is a program for students to come down to the community who need helpby making social change through various activities. From designing to execution of relevant social programs for the area. Through this Pejuang Muda Program, students will be given the opportunity to directly apply their knowledge and provide social impact for the community, and play an active role as an agent of social change. Young Fighter Programfocusing on social entrepreneurship, which will give students the opportunity to gain experience infield and placed in priority areas including post-disaster areas, poverty areas, regional Remote Indigenous Community (RIC). The Pejuang Muda Program is an opportunity for students to implement the knowledge gained in college and actualize himself by plunging directly in the community. In addition, there is natural potential as well as human resources that can be extracted from underprivileged communities in the midst of their limitations. In this Pejuang Muda program,The Dalloid Art Studio community is the target group for the empowerment program.By analyzing existing resources and potential, the Pejuang Muda Humbang Hasundutan strives to increase productivity and work motivation of the Dalloid Art Studio community in making musikal instruments Batak tradition through developing, mentoring and training.
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Dr. Clotilde Rohleder, Prof, Dr Indra Kusumah, Prof Dr habil Camille Salinesi, and Michael Meier. "Semi-Automated Requirement Elicitation in Data Driven Marketing for Product Innovation by Using Machine Learning." International Journal of Business & Management Studies 04, no. 07 (July 12, 2023): 8–14. http://dx.doi.org/10.56734/ijbms.v4n7a2.
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The creation of an innovation needs new input, new ideas which are not easy to be acquired. Meanwhile in the era of internet people express their mind, their feeling and their judgement about anything in the digital world. Among others the crowd (those people) gives also comments about a physical object (hardware) or digital object (software). Some of the comments may give a direction for a new innovation. The usage and extraction of these information (comments) for the elicitation of product requirement for a new innovation is an object of research works and there are already methods developed by scholars. After studying the state of the art we come up with an idea to enhance the performance of the existing methods. We develop a process chain based on machine learning for an automated requirement elicitation based on crowd input optimized by a specific domain knowledge, applied for e-commerce. We focus on the aspects related to digital disruption as well as agile management in innovation. The crowd input gained from a digital big data available in twitter from the past 5 years until now. We analyze the digital consumer behavior by extracting this data. By using an optimized specific domain knowledge, we extract product requirement for a new innovation in the domain of e-commerce. We compare our method with the available state of the art methods and show better performance of our approach.
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DURUKAL, Esma, and Ece ARMAĞAN. "Metaverse and Effect of Marketing." İnsan ve Toplum Bilimleri Araştırmaları Dergisi 11, no. 3 (September 30, 2022): 1890–909. http://dx.doi.org/10.15869/itobiad.1103557.
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Digital technologies; It is changing business models, business environments, markets and the marketing communications paradigm. Especially with the coronavirus pandemic, world culture has ceased to be face-to-face and has led to the proliferation of online cultures using digital technologies. Along with this trend, besides technological developments such as virtual reality and augmented reality, the concept of Metaverse, which is expressed as a 3D virtual world, draws attention in many areas such as culture, art, education and tourism as of 2021. Metaverse is expected to be the new marketing platform of the future to present and bring all kinds of brands to life in the 3D interactive digital space. Metaverse can be a smart way for brands to create a customer experience by enhancing the functionality of their products and services. The aim of this study; It aims to reveal the concept of Metaverse, which will revolutionize almost every sector and can be considered as the 3D version of the internet, and to explain its effect on marketing at a conceptual level. Since there are only a limited number of studies in the literature, exploratory research based on the literature was conducted in this study. Studies on metaverse marketing have been examined in the literature. As a result; It can be said that businesses are still in their infancy regarding metaverse, ultra-fast internet should be the most important factor for businesses to be successful in metaverse applications, businesses can support service supply ecosystems, and brands can provide a hedonic and utilitarian customer experience limited to imagination with metaverse applications at the beginning level. Also, in the metaverse environment, businesses can market physical and digital products and services, businesses can reduce production costs in creative activities, generate income through NFTs, brands can maximize their creativity, increase brand awareness, test new product design ideas, customers can all shopping in the virtual store. It has been concluded that they can see their experiences, collect data about the customer and develop their physical stores with this data.
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Kurniawan, Bambang Kartono. "YOUTH, CARVING AND DIGITAL MEDIA." Corak 8, no. 1 (May 29, 2019): 43–48. http://dx.doi.org/10.24821/corak.v8i1.2689.
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Wood carver from Jepara have been known as craftsmen who have ability to make creation art carve smooth wood and beautiful results from every his engraving. Generally his expertise owned on a non-formal inherited on a down hereditary from one senior generation to generation. All along it is change social, economic, and culture the community increasingly a little found young engraver in Jepara, who pursue and continue expertise art carve. Many factors that cause reduced interest young generation to continue expertise art tradition carve, But, in some year engraver village Sukodono districts Jepara, started to use of technology digital media marketing for introduce art tradition carve. Through technology digital media, art tradition carve could easy introduced for circles generation millennial. This study aim for knowing how some engraver in the village Sukodono Jepara make use of digital media for art tradition carve, so it could sustainable, and permanent in demand for circles young generation. Method research used were: studies literature, study case, and observation on the perpetrator directly from community art carve village Sukodono in the district Jepara. This research will do two stage. First stage: from research is do mapping the young engraver, with case studies on engraver wood in the village Sukodono. Second stage is observation, interview and documentation art tradition carve wood engraver village Sukodono, This research expected produce recommendation study art carve wood in effort preservation art tradition and bring impact positive for the community. Keywords: digital media, tradition, wood carving Pengukir kayu dari Jepara sudah sejak lama dikenal sebagai perajin yang memiliki kemampuan membuat karya seni ukir kayu yang halus dan indah dari setiap hasil pekerjaannya ukirannya. Pada umumnya keahliannya dimiliki secara non formal yang diwariskan secara turun temurun dari satu generasi senior ke hingga generasi lebih muda. Saat ini, seiiring adanya perubahan sosial, ekonomi, dan budaya masyarakat semakin sedikit dijumpai pengukir muda di Jepara yang menekuni dan meneruskan keahlian seni tradisi ukir. Banyak faktor yang menyebabkan berkurangnya minat generasi muda melanjutkan keahlian seni tradisi ukir, Namun demikian, dalam beberapa tahun dijumpai pengukir desa sukodono kabupaten Jepara yang memulai memanfaatkan teknologi pemasaran digital media untuk memperkenalkan seni tradisi ukir. Melalui pemanfaatan teknologi digital media seni tradisi ukir dapat mudah diperkenalkan bagi kalangan generasi milenial. Penelitian seni tradisi ukir ini bertujuan untuk mengetahui bagaimana beberapa pengukir di desa Sukodono Jepara memanfaatkan media digital agar seni tradisi ukir masih dapat lestari, berkelanjutan dan tetap diminati bagi kalangan generasi muda. Metode penelitian yang digunakan antara lain yaitu: studi literatur, studi kasus, dan observasi pada pelaku langsung dari komunitas seni ukir desa Sukodono di kabupaten Jepara. Penelitian ini akan dilakukan dua tahap. Tahap pertama dari penelitian adalah melakukan pemetaan para pengukir usia muda dengan melakukan studi kasus pada pengukir kayu di desa sukodono. Tahap kedua adalah melakukan observasi, wawancara dan pendokumentasian seni tradisi ukir kayu pengukir desa Sukodono. Diharapkan penelitian ini menghasilkan rekomendasi kajian seni ukir kayu dalam upaya pelestarian seni tradisi dan membawa dampak positif bagi masyarakat sekitar. Kata kunci : digital media, tradisi, ukiran kayu