Use of Innovative Marketing Technologies in the Field of Culture

Abstract

The purpose of the article is to study the peculiarities of using innovative marketing technologies in the field of culture, in particular, their role in identifying and satisfying consumer demand for cultural products and services. The research methodology is based on the use of such methods as comparative analysis and synthesis to highlight the peculiarities of using innovative marketing technologies in the field of culture; philosophical and logical to reveal the role of innovative marketing technologies in identifying and satisfying consumer demand for cultural products and services. The scientific novelty of the work is that it analyses and substantiates the feasibility of using innovative marketing technologies in cultural institutions to create and promote cultural products and services and clarifies their role in effective communication with visitors. Conclusions. Today, cultural institutions have begun to use the Internet quite actively to promote their services and products, and online channels help them communicate effectively with consumers in any environment. This has contributed to the use of modern marketing technologies to promote cultural products and services in the virtual space and the use of such types of marketing as SMM, viral marketing, video marketing, mobile marketing, content marketing. That is why Internet communications, including social media, are becoming increasingly important for marketing. Cultural institutions have also begun to use identity, which is a full-fledged marketing tool that creates the desired image of the institution, identifies the cultural product with the brand. Cultural institutions must constantly use innovative approaches and new technologies to effectively operate and promote their cultural products and services, as interest in cultural services is rather slow. Therefore, the use of innovative marketing technologies by cultural institutions contributes to their success in the cultural services market, gives them a competitive advantage and helps to expand their audience.

Keywords: cultural marketing, cultural product, service, marketing tools, innovative marketing technologies, brand identity.