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Digital strategies for creative entrepreneurship in the Caribbean: opportunities to reach new markets
Digital marketing and advertising play a key role for a company’s development and growth in today's world. Enabling unprecedented global reach, direct interaction with customers, the ability to measure and analyse results in real-time, as well as providing cost-effectiveness and flexibility to adapt to market trends and consumer needs, these strategies have become pillars of business success in the digital age.
Considering their potential to boost the development of the Cultural and Creative sector in the Caribbean to access new markets, the UNESCO programme Transcultura: Integrating Cuba, the Caribbean and the European Union through Culture and Creativity, funded by the European Union, organised the online debate Leveraging Digital Marketing and Advertising Business Models in the Caribbean and Europe, held on 22 November 2023, in collaboration with Gaasly: European Digital Marketing Agency and Advertia Digital.
Through the Transcultura programme, UNESCO is committed to empower young Caribbean cultural entrepreneurs and, to this end, it is essential that they tap into the opportunities offered by the digital economy.
During the debate, young cultural professionals from the Caribbean and experts from Europe discussed their approaches to management models. They shared recommendations and effective strategies to boost creative businesses in the Caribbean region.
One of the main themes of the discussion was the need to continue building bridges between culture and technology to upscale the Caribbean creative economy and reduce the digital divide in the region, where the Cultural and Creative Industries are prevented from making the most of their potential.
Cultural advertising drives global economic impact in the arts, but many cultural entities, including museums and artists, are in the early stages of their digital transition. Bridging the gap between culture and technology is essential for a vibrant and inclusive global cultural economy.
Participants also discussed the significant advantage Caribbean cultural diversity can offer in a highly competitive business environment and its value in achieving global recognition.
In the current saturated digital sphere, the strategic integration of our cultural essence sets us apart and creates a distinctive voice amidst the hustle and bustle.
The event also served as a platform to explore opportunities for collaboration between Caribbean and European initiatives. In this way, the Transcultura programme promotes regional integration, knowledge sharing, networking and professional contacts to open up new markets for young artists and cultural professionals from 17 Caribbean countries.
