Digital marketing heats up the cultural and entertainment sector – Cities

Photo: Publicity/DINO

One of the sectors most affected by the coronavirus pandemic has been the cultural sector, which encompasses concerts, art exhibitions, plays, films as well as personal and corporate events. Those who work in this area needed to look for new outlets to hold their events, and the digital format was the most sought after during the confinement period. The stoppage of the segment also made many layoffs inevitable, harming artists, producers, entrepreneurs and technicians in the sector.

According to Abrape (Brazilian Association of Event Promoters), social isolation reached 97% of events that were already scheduled in 2020. In total, about 350 thousand were canceled and at least R$ 90 billion left to be billed. In 2021, the number was even higher, more than 530 thousand events were not held, R$ 140 billion were lost and about 450 thousand fewer jobs.

For Grupo Colinas marketing consultant, Priscilla Levinsohn, the scenario is now very positive. After two years of the general stoppage of activities and now with just over 75% of the Brazilian population already vaccinated, the cultural sector gradually resumes its normal rhythm. She believes that the synergy between the real and digital worlds will enhance the advances and strengthening of the sector.

“The production of creative and accurate digital content aimed at the dissemination of releases of exhibitions, shows, plays, for example, encourages the population to resume the “old” routines and leave the house to have fun. After so long confined , many people have accommodated themselves to the life imposed by Covid. Now, the focus of the new normal is to live, to breathe without a mask, to return to the streets, as it always was before the pandemic “, highlights.

Digital marketing seems to be the big bet for the post-pandemic period in the country. Supporting the events sector, the two are cited as a great strategy to meet the demands of the new normal, as Levinsohn points out. Since, according to her, by delivering relevant content on the networks, the promotion of events gains more visibility and successfully reaches its target audience.

“Now, we work with more humanized and creative digital publications, always considering inclusion and purpose. This is a way that has proven efficient to publicize the launch of events, as well as others that had to be postponed due to the pandemic. Digital marketing comes strong now promoting new conversations on multiplatforms, with a special look focused on this moment of recovery”, completes the consultant.

Abrape also showed that the events sector is responsible for the annual turnover of R$ 270 billion, in the more than 590 thousand activities it promotes, on average, each year in Brazil. For positive numbers to return, or even grow, the use of technology is also highlighted.

Some events already promote the aggregation of physical and virtual experiences to make the public’s experience more attractive and captivating, always focusing on the success of the attractions and, consequently, on winning more participants for future presentations. “The combination of technology, events and digital marketing shows that, from now on, the sky is the limit. Creating and promoting fun and accessible attractions for people is the key to the success of the resumption. As I usually say: this ‘golden triple’ is prosperity already materializing in front of us right now”, concludes Priscilla.


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