New technologies and NFT: Classification, challenges in the Türkiye online art market

The main purpose of this study is to delineate the boundaries of the online art market that has emerged with the new opportunities brought by contemporary technology. The similarities between the online and traditional art markets are explained through conventional marketing methods, while the differences are examined using digital marketing strategies. Digital marketing evolves with technological advancements and incorporates 'experiential marketing methods.' Just as traditional marketing methods benefit the conventional art market, the online art market—developing over time—adapts these experimental marketing methods in line with its sectoral traditions. From the emergence of Web 1.0 to the advent of Web 4.0, technological capabilities have expanded, from enabling internet use by art actors to the adoption of online platforms and, now, the exploration of metaverse spaces. This study explores the new challenges and opportunities technology has introduced to the art market, focusing on the creation and application of essential knowledge. The study provides clear definitions of the traditional and online art markets, presented in an updated table that includes global applications. This table serves as a framework for evaluating whether and to what extent Türkiye employs the same technologies concurrently. Through precise definitions of digital and experiential marketing, it is revealed that many so-called virtual museums and galleries function merely as online organizations. Consequently, the role of NFTs in the art market and the boundaries of the metaverse concept—topics that have gained popularity and sparked extensive discussion among researchers—are clearly defined.