Marketting
In July, I took a course at Sothebys Art University in London. This course provided lessons in Art Marketing, and how to monetise yourself as an artist and as a gallery owner. During this course. I learned about the value of art in relation to art advertising. Which is where a large sum of the money is accumulated into as a profitable gallery. I was taught the importance of Brand Identity, which summarised is the relevance of art personalisation and trademark. Representing yourself as a key figure of at culture through recognition and audience connection through audience segmentation, which is the targeted reaching of the right audience. This helps to establish the equity of your business through supply and demand. The more people want it, the more valuable it becomes in the eyes of the consumer. I was also taught the importance of audience reaching through strategies like grassroots campaigns, which is a more localised marketing tactic aimed at garnering a niche and curated audience. Social media campaigning, to use as a personal voice in your adverting. As well as how to divide profits for marketing in a way that reaches the largest scale of people.
Digital Technologies
As this course is online, it is clear and almost ironic how the important the digital world within art business is to creating new opportunities for artists, galleries, and collectors alike. Through the online space we have established a tool of regulating customer interaction with a piece. An online presence allows easy remote and on- the go usage for the buyer. This also creates a greater visibility for the artists brand. Developing a unique customer experience can be attributed to the identity of the artist. To do this we can set up software tools such as e-commeemce, which is the active buying experience itself (such as add to cart, checkout etc.) Often times customers want a quick and easy experience with not too many hangups. With art itself it is important to make sure the customer has as valuable an experience as they can so that they return. Enriching a website or database with poignant key brand images and an easy customer interface is a key component in art business. To communicate the UX which is the feeling a customer gets when interacting with your website. I felt throughout this course I have learned a lot about the art business world. As a working artist, It is important to market yourself and maintain relevancy through customer data calculations and exploring new mediums of trade.
