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PDFOpen Access (License Unspecified), Open Access
Thesis
Examining the Use of Digital Marketing Tools Among Visual Artists for Purposeful Career Development
Master of Science (M.S.), Drexel University
May 2018
DOI:
https://doi.org/10.17918/D8P078
Abstract
With the advent of the digital age, visual artists are in a greater position to define their methods of engagement with potential audiences through digital marketing. This engagement helps in creating a digital presence in support of their work and services. Through the combination of a qualitative survey and individual interviews, my research considers how visual artists are implementing digital marketing tools to assist with their career development. In addition to their individual practices, my research identifies the perspective of these artists when even considering the use of these tools. These artists and their combined efforts from digital and traditional marketing sources provide the foundation for this research. It is my belief that an artist's level of awareness and activity of these sources can help determine the value of digital marketing for their professional objectives. Understanding these objectives by their approach, viewpoints, experiences and circumstances can aid with understanding the potential sustained impact of digital marketing for the visual artist community at large. In my findings, I determine that the best approach for artists is to create a strategy that aligns with their professional objectives. With this strategy in place, visual artists are better equipped to identify if any digital marketing tools are ideal for their strategy. This approach allows for learning and experimentation with new media, while limiting valuable time and effort deducted from the creative process.
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Details
- Title
- Examining the Use of Digital Marketing Tools Among Visual Artists for Purposeful Career Development
- Creators
- Corwin B. Fowlkes Jr. - DU
- Contributors
- Andrew Zitcer (Advisor) - Drexel University (1970-)Neville Vakharia (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 7900; 991014632194904721