STRATEGIC AND DIGITAL MARKETING IN
CULTURAL INSTITUTIONS AND THE IMPACT OF
THE COVID-19 PANDEMIC - A COMPARATIVE
ANALYSIS OF TWO CASE STUDIES
Ivona Vrdoljak Raguž2 and
1University of Zadar, Department of Economics Received: 29th January 2021. ABSTRACT KEY WORDS CLASSIFICATION
2University of Dubrovnik, Department of Economics and Business Economics
3Croatian National Theater in Zadar
INDECS 19(2), 257-280, 2021
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Accepted: 6th June 2021.
This article investigates the impact of the coronavirus pandemic COVID-19 on marketing within cultural institutions, specifically in the field of digital marketing. The aim is to examine how the pandemic has affected digital strategies, marketing communication, and the performance itself - the presentation of cultural programs. The primary research was conducted in Croatia, using the method of semi-structured in-depth interviews with managers in two cultural institutions in Zadar and Dubrovnik at the end of 2020. A qualitative descriptive analysis was performed to answer the question of how cultural institutions have adapted to the crisis, especially when it comes to the marketing and the performance of cultural programs. The results show a certain degree of flexibility in adapting to the new conditions, in a way that marketing communication after the crisis turned more strongly towards digital media and was followed by adjustments to the cultural programs and their performance, as well as the budget for cultural activities. The marketing digital communication played a key role in this, which proves that cultural management in the era of the pandemic adopted the so-called digital-first paradigm, modeled on the for-profit companies. The authors conclude that culture, as a social need and necessity, will continue its activity after the crisis caused by the COVID-19 pandemic, but that it will also function in new and creative ways.
COVID-19, coronavirus, digital marketing, non-profit marketing, cultural institutions
JEL: M15, M31, Z11
1University of Zadar, Department of Economics
Received: 29th January 2021.