Digital marketing lead for a platform that connects art and art lovers
Starting point: missing integrated, data-driven marketing strategy
At the start of the mandate, art24 lacked a clearly defined, integrated marketing strategy that systematically tied together the various channels, target groups and measures. Marketing activities happened in isolated pockets — no overarching target picture, no consistent prioritisation, no data-based steering. Without clean multi-touch attribution, it was barely possible to say which channel was actually delivering. This starting point made orderly performance optimisation and reach build-up on a two-sided platform harder than it needed to be.
Building on that, AHEAD OF TIME developed an integrated, data-driven marketing strategy that systematically connects classic and digital channels — a slice of omnichannel retail thinking, transferred to a two-sided platform. That included a structured newsletter marketing concept, targeted PR measures and strategic initiatives to acquire new artists for the platform offering.
Strategy, UX, SEO, social and newsletter from a single source
Marketing strategy and customer experience
The focus was on the development and implementation of a holistic digital and marketing strategy, on optimising the customer experience (CX) — structured along the STDC funnel — and on conceiving new content and providing strategic support for the redesign of the two-sided platform. Where marketing meets web app development, the collaboration ran especially closely — consulting and implementation in one mandate, from strategy to ship.
UX optimisations and content rework
Based on an analysis of the existing online presence, UX optimisations, on-page and off-page SEO measures and a content rework of the website were designed and implemented together with the art24 team. The goal: making the user journey clearer, more understandable and more aligned with the target groups — for people interested in buying art and for artists selling their work. Concrete adjustments sat in information architecture, page structure and content clarity, methodologically accompanied by workshops and iterative reviews.
Social media management with 2do digital
AHEAD OF TIME led the strategic steering and operational implementation of social media marketing for art24, in close collaboration with the partner agency 2do digital. The focus lay on Instagram and LinkedIn with a clearly defined content strategy, a regular editorial plan and organic and paid-social campaigns. The setup has been the platform's running social channel ever since.
SEO with a focus on image SEO
In the original implementation of the art24 platform, SEO played only a minor role, which meant valuable potential for organic visibility was being left on the table. Alongside classic SEO basics — meta texts, title structure, technical optimisation — a particular focus was placed on the development of clear image SEO guidelines — a central success factor for a visually driven platform.
The SEO strategy built on that was anchored inside the art24 team through targeted consulting and knowledge transfer — competence that stays in-house and continues to be developed by the team itself.
Newsletter marketing with audience segmentation
A structured newsletter marketing concept with clear segmentation of the two target groups — people interested in buying art and artists selling their work. The segment-specific messaging is anchored in the newsletter setup and operated by the art24 team.
Scope delivered
Platform reach via performance marketing
Performance marketing mandates on SEA and paid social were designed and operated in close coordination with the partner agency. Reporting cadence, budget allocation and optimisation loops sit inside the setup; the platform has been running the stack productively since.
User experience of the two-sided platform
Inputs for information architecture, navigation and content structures were developed in workshops with the art24 team and refined over several iterations — for people interested in buying art and for artists selling their work.
Social media presence built
The social media setup for Instagram and LinkedIn was designed together with 2do digital, implemented and handed over into running operations. Content strategy, editorial plan and paid-social logic are documented and continuable by the art24 team.
Newsletter marketing implemented
Segmentation, templates and dispatch cadence for the two target groups were defined and anchored in tool and process.
SEO setup with image-SEO focus
On-page, off-page and technical SEO basics plus clear image-SEO guidelines were set up and anchored in the team.
Voice from the management team
"With a new digital strategy and target-group orientation, the AHEAD OF TIME team significantly increased the efficiency and effectiveness of art24's online marketing — particularly in user experience (UX), social media, SEM (SEO and SEA) and newsletter marketing — through a well-considered strategy and the right tactics. At the same time, communication with art24's different target groups was improved through a new segmentation. AHEAD OF TIME stands out for holistic marketing consulting, creative solution approaches and strong competence in digital strategy, marketing and the further development of digital two-sided platforms. Down-to-earth, pragmatism and just as much an understanding of the human needs of staff and customers make the team a reliable and results-oriented partner for holistic digital transformations and modern digital marketing execution."
— Cécile Fuchs, Member of the Management Board · art24 (responsible for the art team & artists)