New ways of interacting with culture consumers through cultural services marketing using Big Data and IoT

Bădin Andrei L. ()
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Bădin Andrei L.: The Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2018, vol. 12, issue 1, 93-102

Abstract: This paper presents the definition of cultural marketing services phenomena, trying to identify new ways to interact and gain insight in consumer preference and behavior. The existence of Big Data and Internet of Things can be used in the Cultural Services sector. Traditional marketing and digital marketing can be reunited with the help of Big Data trends and analytics to better connect with target audience. Big Data can be used to analyze and discover new patterns in social trends and uncover customer preference. There are digital ways in which now consumers interact with their favorite cultural service and these are mostly, by internet. This new level of interaction live with your favorite cultural service, band or artist, even with other services like museums or conferences, where a human voice exists, can make the difference between returning or not to a certain service. Customizing the experience for each customer gives way to improving the overall marketing mix and improve profits. Big Data can help at improving this experience and create a better hypothesis for future strategies used in new cultural events. The main objective of marketing cultural services is to offer the client a unique selling proposition that can’t be refused. Using the internet, they leave a digital footprint with every action they make in regard with a certain services: they engage via social networks or check in via GPS. These are just a few examples of raw data that can be collected and used to exemplify future possibilities and predict where people will be in relation with a certain cultural call to action. This information, with consumer behavior studies, motivations, drives and other characteristics (age, sex, income, social position) can determine the best marketing approach for a certain event or communication in order to achieve maximum return on investment.

Keywords: Big Data; marketing services; marketing mix; Internet of Things; cultural services (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:12:y:2018:i:1:p:93-102:n:10

DOI: 10.2478/picbe-2018-0010

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