Ideas on weaving timeless digital strategies into the marketing of art, originally delivered as part of the webinar entitled "Go with the Stream: Bringing Your Art to Digital Audiences," which was part of a 3-part series mounted by the Cultural Center of the Philippines

1. “Future-Proof”
Digital Marketing
Lia Ejercito | May 2020

3. Why the obsession
with future-proofing?

4. PHOTO: Dennis Villegas, dennisvillegas.blogspot.com
PHOTO: Moms Magazine, apmedia.ph
PHOTO: Chris Clemente, news.abs-cbn.com

5. PHOTO: Prokidwriter, feltmagnet.comPHOTO: Liane Houseman, thebelladonnacomedy.com
PHOTO: wikiHow Staff, wikihow.com

6. PHOTO: Jim Spellman/Wireimage, thestar.com PHOTO: Master Hanz Cua, abs-cbn.com

7. Future proof is a buzzword
that describes a product,
service or technological
system that will not need to
be significantly updated as
technology advances.

8. Always be 2, or
if you can, 3
steps ahead of
the client.
-My boss in 2015

10. Shoulda, woulda, coulda
are the last words of a fool
PHOTO: Beverley Knight, youtube.com

11. HUMAN NATURE

12. It’s an easy job,
but with a
shitload of
curveballs.
-My boss in 2018

13. Future-proofing
is a scam.*
*dahil walang forever
*in most industries

15. Creativity
takes courage.
-Henri Matisse
SELF-PORTRAIT: Henri Matisse

16. Ok… but what about the
digital marketing part?

17. Social in the Age of Social Distancing
Dark Social
Gains Ground
Consumers
flock to private
channels to
augment
formerly
face-to-face
interactions

18. Dark Social
Gains Ground
Shift in Video
Consumption
Consumers
flock to private
channels to
augment
formerly
face-to-face
interactions
With more time
on their hands,
they take it slow
online--e.g.
watching long
form video
content
Social in the Age of Social Distancing

19. Dark Social
Gains Ground
Forced Digital
Transformation
Shift in Video
Consumption
Consumers
flock to private
channels to
augment
formerly
face-to-face
interactions
Businesses are
rethinking
systems--from
shifting to
Zoom, to fresh
business
models
With more time
on their hands,
they take it slow
online--e.g.
watching long
form video
content
Social in the Age of Social Distancing

20. Dark Social
Gains Ground
Forced Digital
Transformation
Hints Towards
New Normal
Shift in Video
Consumption
Consumers
flock to private
channels to
augment
formerly
face-to-face
interactions
Businesses are
rethinking
systems--from
shifting to
Zoom, to fresh
business
models
Retail and
public spaces
may never be
the same, so
contactless
e-commerce is
on the rise
With more time
on their hands,
they take it slow
online--e.g.
watching long
form video
content
Social in the Age of Social Distancing

21. Dark Social
Gains Ground
Forced Digital
Transformation
Hints Towards
New Normal
Shift in Video
Consumption
Support for
Local/SMEs
Consumers
flock to private
channels to
augment
formerly
face-to-face
interactions
Businesses are
rethinking
systems--from
shifting to
Zoom, to fresh
business
models
Retail and
public spaces
may never be
the same, so
contactless
e-commerce is
on the rise
With more time
on their hands,
they take it slow
online--e.g.
watching long
form video
content
Small and
“non-essential”
businesses are
hardest hit, so
platforms like
Instagram
enable support
Social in the Age of Social Distancing

22. A curveball
called COVID-19

23. The great
artist is the
simplifier.
-Vincent Van Gogh
SELF-PORTRAIT: Vincent Van Gogh

24. Ask not what, or
how, but why.

25. CONTEXTCONTENT

26. Great artists
steal.
-Pablo Picasso?
SELF-PORTRAIT: Pablo Picasso

27. CONTENT

28. Content
What do I say on my
digital channels?
Relevance

29. Content
What do I say on my
digital channels?
Story
Relevance

30. Issa Barte’s
Series:
Beginnings
Middles
Ends
Drafts
Lessons
Unspoken Words

31. Humans of New
York, even under
Quarantine

32. Content
What do I say on my
digital channels?
Story
Action
Relevance

33. @drawingolive’s
Accidental
Portrait Contest

34. #ArtforMedPH
Movement
during COVID-19

35. The principles
of true art is
not to convey
but to evoke.
-Jerzy Kosinski

36. CONTEXT

37. Context
What surrounds the
content I put out?
Channel

38. Ang Huling El Bimbo
The Hit Musical
on YouTube
PHOTO: Full House Theater Company

39. Buy and Sell
via Facebook
Group

40. Context
What surrounds the
content I put out?
Optimization
Channel

41. Drawings for my
Grandchildren

42. Filipino Street
Art Project via
Google

43. Context
What surrounds the
content I put out?
Optimization
Integration
Channel

44. Lorraine Sorlet’s
Online Shop of
Illustrations

45. Zazzle’s
One-Stop-Shop
for Art Merch

46. Separate text
from context,
and all that
remains is
a con.
-Stewart Stafford
PHOTO: awesomegang.com

47. CONTEXTCONTENT DATA

48. Don’t think
about making
art, just get it
done...
SELF-PORTRAIT: Andy Warhol

49. … Let everyone
else decide if
it’s good or
bad, whether
they love it or
hate it...
SELF-PORTRAIT: Andy Warhol

50. ...While they
are deciding,
make even
more art.
-Andy Warhol
SELF-PORTRAIT: Andy Warhol

51. Not true in
digital
marketing

52. Data
What can I do better,
based on the facts?
Audience

53. “We spent 2020
sharing memes
on the internet”

54. “We spent 2020
sharing memes
on the internet”

55. “We spent 2020
sharing memes
on the internet”

56. Data
What can I do better,
based on the facts?
Performance
Audience

57. Data
What can I do better,
based on the facts?
Performance
Industry
Audience

58. @maxinne.art’s
Dance Again
Work-in-Progress

59. Data
What can I do better,
based on the facts?
Performance
Industry
Audience
Context
What surrounds the
content I put out?
Optimization
Integration
Channel
Content
What do I say on my
digital channels?
Story
Action
Relevance

60. 10-Second Summary
Planning ahead so as to
avoid having to make too
many revisions
+
Future-proofing is a scam
Across industries, things
change unpredictably.
Instead of future proofing
our marketing, future
proof ourselves.
Learn the basics:
Content is King,
Context is Queen,
Data is Ace
WHAT WHY HOW

61. Every artist
was first an
amateur.
-Ralph Waldo Emerson
PHOTO: Detroit Photographic Co.

62. Thanks for listening!
@liaejercito
lia.ejercito@gmail.com