DIGITAL CONTENT AS A TOOL FOR PROMOTING THE PRINCIPLES OF DIGITAL INCLUSION
DOI:
https://doi.org/10.31392/cult.alm.2025.1.49Keywords:
digital content, digital inclusion, digital marketing, cultural and creative industries, cultural productAbstract
The article is devoted to clarifying the main cultural trends that shape digital marketing, as well as identifying the characteristics of advertising videos as expressions of the idea of inclusion in creative industries. It is emphasized that, given the scale of the spread of digital technologies, we are not just talking about inclusion, but about digital inclusion, which acquires specific features in each of the cultural and creative industries, including advertising, being implemented in digital marketing. It is noted that implementing the concept of diversity, equity and inclusion in the advertising industry involves raising awareness, understanding your audience, adjusting the message, collecting ideas and making specific changes. Demonstrative examples of the application of digital inclusion principles during advertising campaigns, holding various events, etc. are given by foreign organizations that are most successful in the field of inclusive digital marketing. It is emphasized that cultural trends significantly influence digital marketing, shaping its strategies, since from social media campaigns to website design, cultural aspects can make or break a brand’s message that resonates with its audience. The conclusions list the main cultural trends shaping digital marketing (increasing emphasis on diversity and inclusion; transition to experiential and engaging content), and also note the characteristics of inclusive advertising videos.
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