Migration of Traditional Artisans to the Digital Realm: The Impact of Digital Transformation on Strategy and Market Reach

Abstract

The advancement of digital technology has significantly influenced various aspects of human life, including the realm of traditional art. This article explores how traditional artisans transition into the digital world and how such transformation affects their marketing strategies and market reach. By utilizing social media, digital platforms, and design software, artisans are able to expand their audience and access international markets more efficiently. However, this adaptation process is not without challenges such as limited technological literacy, shifting consumer preferences, and competition with mass-produced modern artworks. Moreover, traditional values and authenticity risk being diluted if the adaptation process is not carefully managed. In terms of marketing, artisans who successfully implement digital strategies have the potential to achieve higher profitability with lower operational costs. This study aims to examine how traditional art practitioners adapt to technological developments and how this digital transformation affects their artistic existence and marketing strategies in the current digital era.