The Digital Marketing Strategy for Artworks in the Post-Epidemic Era

Since 2020, the traditional galleries' offline exhibitions and sales have been hindered by the epidemic. Meanwhile, emerging online art trading platforms have gradually become mainstream and taken advantage of the communication benefits of online platforms and multimedia technology to create new art consumption models. With the gradual relaxation of the epidemic's normalized controls, the art market has rebounded. Online art marketers must now consider how to leverage media communication and technological advantages of service providers such as e-commerce platforms to adjust their marketing strategies and improve their operating models. They need to take into account the consumption trends and consumer needs of art consumers formed during the epidemic.