DIRECTIONS FOR INCREASING THE EFFICIENCY OF USING DIGITAL MARKETING TOOLS FOR THE DEVELOPMENT OF CREATIVE INDUSTRIES IN THE TERRITORIES

Abstract

Creative industries are a crucial factor in the economic development of territories, forming a unique cultural brand, promoting social enrichment, and attracting investments. Their growth relies heavily on the use of digital marketing tools, which ensure adaptability to the challenges of an unstable environment. Key directions for enhancing efficiency include building a distinctive digital brand, involving local creators, integrating gamification, expanding the digital promotion of events, applying artificial intelligence, supporting businesses, promoting sustainable initiatives, and investing in digital infrastructure. Successful implementation of these tools ensures resilience, flexibility, and competitiveness of the industry, even amidst economic instability. The creation of a digital brand allows for reflecting the culture, events, and art of the territory, thereby building trust and engagement with the audience. Gamification and interactive content, such as mobile apps with quests or AR technologies for museums, enhance audience interaction and accessibility to cultural assets. Digital promotion of cultural events through targeted advertising, live streams, and online ticket sales expands audience reach and accessibility. Artificial intelligence enables personalized marketing, optimizing content, and automating customer service. Platforms supporting creative entrepreneurs foster local economies, offering resources for digital skills development. Storytelling establishes emotional connections with the audience, highlighting the unique aspects of the territory’s life. Campaigns focusing on local culture, blogs, or user-generated content contribute to a positive image. Sustainability promotion through eco-friendly campaigns and the use of green solutions aligns with consumer values. Investing in digital infrastructure—high-speed internet, technological upgrades in cultural institutions, and professional training—supports sustainable development. These tools not only enhance the effectiveness of digital marketing but also ensure the long-term sustainability and resilience of creative industries, contributing to their ability to thrive in challenging times.