The forms of perception of cultural and memory institutions have changed radically in recent decades. Both the artistic environment and the institutional context are undergoing dynamic changes. An interesting presentation and innovative motivation of visitors and consumers of cultural content is an essential part of the work of cultural institutions. Marketing strategies take on new dimensions and significantly influence the unfolding scissors of quality and successful projects. Art spreads, presents itself and is perceived differently, among other things digitally or remotely. All workers in cultural institutions must be prepared for new ways of promoting and marketing their work and their activities, and therefore new demands and requirements are placed on the work of a cultural manager and organizer.