The role of digital marketing in the success of photographers at the school of art, Makerere University.

Abstract

This study examines the role of digital marketing in the success of photographers at the Margaret Trowell School of Industrial and Fine Art, Makerere University. The photography industry has increasingly become dependent on digital platforms for visibility, branding, and client engagement. While photographers are trained extensively in technical and creative skills, limited emphasis is placed on digital marketing competencies, which are essential for career sustainability in the contemporary creative economy. The study adopted a mixed-methods research approach, utilizing questionnaires and semistructured interviews to collect data from photography students and emerging photographers within the School of Art. Quantitative data was analyzed using descriptive statistics, while qualitative data was analyzed thematically. The study focused on key digital marketing strategies including social media marketing, search engine optimization (SEO), online branding, storytelling, and targeted advertising. Findings indicate that digital marketing plays a critical role in enhancing photographers’ online visibility, expanding market reach, increasing client acquisition, and supporting career development. Social media platforms such as Instagram, TikTok, and Facebook emerged as the most influential tools for photographers. However, challenges such as limited digital marketing knowledge, high competition, inconsistent online presence, and lack of institutional support were identified. The study recommends integrating digital marketing training into the art curriculum, strengthening industry partnerships, and equipping photographers with practical digital marketing skills to improve competitiveness and sustainability in the photography industry.