Digital Marketing in Cultural Institutions - Example of Cultural Institutions of the City of Zadar


  • Aleksandra Krajnović University of Zadar, Department of Economics, Croatia
  • Antonija Perković Croatian National Theater in Zadar, Croatia
  • Mladen Rajko University of Zadar, Department of Economics, Croatia


digital marketing, non-profit marketing, cultural marketing, digital marketing channels, social networks


Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the importance of using digital marketing channels on the example of cultural institutions in the City of Zadar. The research is based on four cultural institutions of the City of Zadar. Those institutions were examined by the structured in-depth interview method to explore the reach of using digital marketing in cultural institutions (public cultural institutions) on the example of the listed public cultural institutions. The paper also explores which digital marketing channels are being used for the scope of promotion in the listed cultural institutions. Furthermore, the importance of using social networks, mobile, email, and content marketing as a channel to interact with consumers of cultural institutions will be studied. The analysis of the primary research results will prove that the regular use of digital marketing channels has led to an increase in the number of visitors to cultural institutions. 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Camarero, C., Garrido, M. J., Vicente, E., Redondo, M. (2019), “Relationship marketing in museums: influence of managers and mode of governance”, Public Management Review, Vol. 21, No. 10, pp. 1369-1396.

Colbert, F., St-James, Y. (2014), “Research in arts marketing: evolution and future directions”, Psychology & Marketing, Vol. 31, No. 8, pp. 566-575.

Constantinides, E., Fountain, S. J. (2008), “Web 2.0: conceptual foundations and marketing issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9, No. 3, pp. 231-244.

Ćurlin, T., Jaković, B., Miloloža, I. (2019), “Twitter usage in tourism: literature review”, Business Systems Research, Vol. 10, No. 1, pp. 102-119.

Duka, I. (2017), “Novi trendovi i alati u digitalnom marketingu” (New trends and tools in digital marketing), Graduation paper, University of Zadar, Zadar.

Hill, E., O’Sullivan, C., O’Sullivan, T. (2003), Creative Arts Marketing, Butterworth Heinemann, London.

Hume, M. (2011), “How do we keep them coming?: examining museum experiences using a services marketing paradigm”, Journal of Nonprofit & Public Sector Marketing, Vol. 23, No. 1, pp. 71-94.

Krajnović, A., Gospić, P., Sikirić, D. (2017), “Strateški utjecaj alata digitalnog marketinga i CRM u turizmu” (Strategic impact of digital marketing and CRM tools in tourism), in Dobrinić, D. (Ed.), 2nd Croatian Direct Marketing Association Conference, 12–13 October, Varaždin, Croatia pp. 209-221.

Lehman, K. (2009), “Australian museums and the modern public: a marketing context”, The Journal of Arts Management, Law, and Society, Vol. 39, No. 2, pp. 87-100.

Mahony, S., Spiliopoulou, A., Routsis, V., Kamposiori, C. (2017), “Cultural institutions in the digital age: British museum’s use of Facebook insights”, Participations: Journal of Audience & Reception Studies, Vol. 11, No. 1, pp. 286-303.

Natal, G. (2017), “Pitel, Deborah: Marketing on a shoestring budget: a guide for small museums and historic sites (Book review)”, Journal of the Medical Library Association: JMLA, Vol. 105, No. 2, p. 199.

Perković, A. (2019), “Digitalni marketing u javnim ustanovama u kulturi Grada Zadra” (Digital marketing in public institutions in the culture of the City of Zadar), Master's Thesis, University of Zadar, Zadar.

Rancati, E., Gordini, N. (2014), “Content marketing metrics: theoretical aspects and empirical evidence”, European Scientific Journal, Vol. 10, No 34, pp. 92-104.

Ritzer, G., Jurgenson, N. (2010), “Production, consumption, prosumption: the nature of capitalism in the age of the digital ‘prosumer’”, Journal of Consumer Culture, Vol. 10, No. 1, pp. 13-36.

Ryan, D., Jones, C. (2009), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page, London and Philadelphia.

Shahhosseini, A., Ardahaey, F. T. (2011), “Marketing mix practices in the cultural industry”, International Journal of Business and Management, Vol. 6, No 8, pp. 230-234.

Weber-Kainz, B. (2005), “Strategije za turističku internacionalizaciju muzeja: tema "Muzeji i kulturni turizam" (Strategies for tourism internationalization of museums: topic "Museums and cultural tourism"), Informatica museologica, Vol. 36, No. 3-4, pp. 30-34.

Wiedemann, J., Schmitt, S., Patzschke, E. (2019), “Responding to open access: how German museums use digital content”, Museum and Society, Vol. 17, No. 2, pp.193-209.




How to Cite

Krajnović, A., Perković, A., & Rajko, M. (2020). Digital Marketing in Cultural Institutions - Example of Cultural Institutions of the City of Zadar. Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, 6(1), 341–352. Retrieved from



Industrial Organization