DIGITAL MARKETING AS A TOOL FOR TRANSFORMING CONTEMPORARY BUSINESS AND ARTISTIC PRODUCTION

Branka Bešević Gajić; Stevan Lutovac

doi:10.58898/famedia.v1.2

Authors

Branka Bešević Gajić
Stevan Lutovac

DOI:

https://doi.org/10.58898/famedia.v1.2

Keywords:

Digital marketing, creative industries, social media, SEO, content marketing, analytics, personalization, digital ethics, digital transformation, art and promotion

Abstract

Digital marketing, as a product of the rapid development of information technologies, has become a key segment of contemporary business, artistic production, communication, and brand positioning in the public sphere. This paper explores the fundamental concepts, strategies, and tools of digital marketing, with a special emphasis on its application in the creative industries, art, and culture. The focus is placed on channels such as social media, SEO optimization, content marketing, email campaigns, PPC advertising, and digital analytics. By analyzing these strategies, the paper highlights the advantages of digital marketing over traditional promotion models, particularly through the ability to precisely target audiences, enable two-way communication, and monitor campaign performance in real time. In addition to the theoretical framework, the paper addresses practical aspects of applying digital tools, shedding light on the challenges faced by businesses and individuals in creating an authentic digital identity. Special attention is given to the importance of personalized communication, storytelling narratives, and visual recognition. Ethical dilemmas, privacy issues, and digital saturation of the modern user are also discussed. Through a case study of the promotion of the hybrid fiction film "The Decision", the paper demonstrates how digital marketing can empower socially engaged content and artistic projects without relying on large budgets. In conclusion, digital marketing is presented as a comprehensive and transformative tool whose understanding is becoming essential for success in the digital paradigm era.

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