| Titre : |
In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? |
| Type de document : |
Mémoire |
| Auteurs : |
Anthony GALASSO, Auteur |
| Année de publication : |
2022 |
| Importance : |
140 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
ART ; WEBMARKETING ; INTERNET ; SITE INTERNET
|
| Résumé : |
Blockchain technology and Non-Fungible Tokens are altering the art market's value and ownership relationships. Those new technologies will make the art market eclectic, interconnected, borderless, and more accessible. NFTs unique characteristics such as scarcity, non-fungibility, provable authenticity, proof of ownership, royalties, and direct distribution infrastructure transform digital marketing activities and strategies. In this context, creators considering using NFTs should be aware of the new marketing opportunities and consequences. The objective of this research is to provide the groundwork for this new formation by demonstrating how artists might use the mix of art and marketing in the new NFT paradigm. To investigate the question in which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm both qualitative and quantitative approach were chosen. In addition to that, a participant observation was conducted to collect immersive data about the market, the community, and its behaviors. Three NFT artists were interviewed about the digital marketing tactics they are currently using or will use in the future to promote their work in the NFT environment, and 118 responses were collected from NFT artists, collectors and enthusiasts thank to the distribution of a questionnaire. The results showed that as an artist, there are different ways of leveraging Digital Marketing activities to sell & advertise artworks and NFT collection. The first way is by establishing a strong presence on specific social media platforms. Twitter, Discord, and Reddit are today's most relevant platforms for communication and should be the major medium on which artists should focus their activities. The second way is to utilize and comprehend the updated marketing strategies that have emerged within the Crypto Art Industry. The new techniques concentrate primarily on the NFT technology, specifically the minting procedure and the NFT marketplaces; including the number of editions sold, airdrops and minting techniques. Finally, the third and last way is to use techniques from the traditional realm of digital marketing that are applicable in the NFT ecosystem such as Public Relation services, Influencer Marketing, Ads platforms, newsletters as well as Content Marketing. On this basis, the success of NFT artists is influenced by a variety of elements, including a solid understanding of the technology and the utilization of specific digital marketing techniques. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572751 |
|  |
In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / 2022 
