Impact of digital marketing on theater attendance

according to global trends, theatrical activities, including marketing strategies, should evolve dynamically through the prism of digitalization. This aspect allows us to take a fresh look at the most relevant approaches to creating, promoting, and delivering the final product to regular and potential theater-goers. Given the aging of the permanent target audience, it is important to attract young people to watching performances and musicals, whose attention today is mainly focused on gadgets and the Internet. Virtual services play an important role in theater attendance, form a cultural organization in an innovative way, and also provide a "permanent presence" of the theater in the virtual space, including among geeks who are passionate about cutting–edge technologies. Digital marketing helps to take into account the individual needs and values of users of online services, as well as transform theatrical productions into a completely new unique format that can attract the attention of people of any age. The most effective marketing strategies that have a positive impact on theater attendance are the Competitive Strategy Matrices of M. Porter and I. Ansoff, which incorporate digital technologies and communication channels to maximize their marketing efforts.

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