Gaining the Advantage in Art Marketing Through the Internet

No one can afford to overlook the internet, even the art world today is gradually embracing this powerful tool. Here we examine if using the internet to market art - a subjective product in itself, is the way going forward. Would you need to physically see the product before your purchase? What about lower priced original art pieces sold via the internet? Mention integrating internet and art and Sotheby's costly failure during the dot-com era immediately comes to mind. Eager to replicate the success by dot-com companies, Sotheby’s invested 25 million to build an online auction site Sothebys.com in 1999. Things rarely turned out as planned. Sothebys.com switched partnership twice – first with Amazon, then with eBay. Within three years, the site folded and Sotheby’s refocused on live auctions. Sothebys.com quick demise left many professionals sceptical about online art sales. Today, has professionals in the art world changed their views? rnMany remain wary against the internet. Worries of art being digitally downloaded and copied are embedded in them. They are also concerned when artist's contact is publicly available, giving collectors direct contact to artists. To them, internet is a double-edged sword that has to be balanced carefully. Nevertheless, the art world is seen experimenting with internet, albeit slowly. The unparalleled advantage the internet offers is permanent accessibility to every user. "Art in museums and galleries have opening hours, but the internet is opened, all year round" says Jean Khan, a private collector. Art Basel Miami Beach, one the world's top art fair has launched a mobile application available for apple and blackberry users. Featuring interactive 3D-maps to navigate through exhibition halls, this handy application automatically creates access to global audiences who are unable to physically visit Miami. Users can also list artworks as favourites and share them easily with friends. Art.sy, a start-up company based in New York is also involved in enabling discovery of new art with technology. Art.sy’s proprietary search technology gives intelligent recommendations based on collectors’ personal preference. Searching for art is made incredibly easy, without leaving the comforts of their homes. Art.sy raised $1.25 million from Google’s CEO and other reputable investors late last year. Apart from art fairs and start-ups, major art publications are also venturing into the virtual space after years of printing glossy hand-outs. However, having a website is hardly sufficient. Mobility is key now. C Arts Magazine recently rolled out a digital version for ipads which enables speedier loading time and easier browsing. Younger generation are the collectors of tomorrow. Given their appetite for connectivity, art businesses must stay abreast of internet advancements in today’s information age. Will consumers start to buy art online? Well, luxury goods are already being bought online. What’s to stop us from buying art online?