How Can Online Art Galleries Borrow Promotional Strategies from Entertainment?

New Wave
Sep 26
2 min read

In-person art galleries used to be the only option art lovers had to enjoy exhibits. But now, thanks to the digital revolution, there are countless new ways for people to discover the best works. Online galleries are becoming increasingly popular, and the industry is getting competitive. As technology improves and these exhibits become more immersive, it will be even harder to get people’s attention.

That’s why online art galleries need to think beyond their displays and consider how to market to mass audiences as well. Embracing online promotions and running campaigns to attract art lovers will be crucial in the future.

Online Promotions Will Be Key to Industry’s Success

The online art gallery market is still in its infancy, and it can learn from other sectors that have had great success in the internet era. Some of the biggest industries have been propelled by promotions, with online casinos being a great example. Betfair casino promotions, for instance, now include free spins for new players along with daily chances at winning a jackpot.

Other well-known businesses in the entertainment industry have used offers to drum up an audience in their early stages. Netflix, for instance, used to famously gift viewers one month of free access to the platform. This gave them a chance to see what was on offer and develop an interest in what was available. Online art galleries need to opt for a similar approach. Giving something away first to draw people in could lead to greater success in the long run.

Immersive Technology as a Promotional Tool

If online art galleries go down the promotional route, they will have to take a different approach to most entertainment sites. They can’t give away free month subscriptions to people in the same way that Netflix did, as art exhibitions are typically experienced once or twice. Instead, they could opt to provide people with sneak peeks of the artwork, to give them a taster of what they will see if they pay to visit the exhibition.

There’s also the opportunity to integrate immersive technology like augmented and virtual reality into promotional campaigns. For instance, with AR, people could place a virtual sculpture in their own surroundings and observe it as if they were there. With Grand View Research projecting the VR market to be worth $435.36 billion by 2030, using these immersive technologies now could be a way for art galleries to get ahead.

It could also be a good idea for art galleries to use gamification elements to draw people in, as this is something that has also been key to the entertainment industry’s growth. Perhaps there could be challenges where art lovers need to identify artists or pieces to unlock additional aspects of an exhibition.

The entertainment industry has used offers and promotions to great effect over the years, and this is why it has had such great success online. Now, virtual art galleries need to replicate this and come up with similar ways to hook customers.

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