Communicating in a digital world

Chiara Giachino

Communicating in a digital world

The museum evolution

The speed of digital change in museums and art galleries soared with the advent of Covid-19 pandemic in 2020, engendering the rise of new solutions, trends, and opportunities. This book offers a structured perspective on how museums are evolving and reveals the effect that digital technologies have on the interaction between these institutions and customers and, above all, on younger generations. A digital mindset is the key to continuous improvement in the museum sector.

Pages: 142

ISBN: 9788835142966

Edizione:1a edizione 2022

Publisher code: 248.13

Can print: No

Can Copy: No

Can annotate:

Format: PDF con DRM for Digital Editions

Info about e-books

Pages: 142

ISBN: 9788835143550

Edizione:1a edizione 2022

Publisher code: 248.13

Can print: No

Can Copy: No

Can annotate:

Format: ePub con DRM for Digital Editions

Info about e-books

We live in a digital world, we buy digital goods (still preferring physical goods), we communicate through social networks, we retrieve information online, we are almost always connected to our smartphone, and we recently experienced the meaning of social distancing and home confinement due to Covid-19 pandemic.
These are some of the main reasons that have lead companies to think about new marketing strategies and communication plans; but what about the cultural industry? Museums tried to implement digital technologies in their processes and at different stages of the customer journey, but not always in a homogeneous way to effectively communicate with different audiences. However, the speed of digital change in museums and art galleries soared with the advent of Covid-19 pandemic in 2020, engendering the rise of new solutions, trends, and opportunities. In one year, the art field had the opportunity to evolve like never before, but will this industry be fast enough to embrace the change and surf the wave?
The book offers a structured perspective on how museums are evolving and reveals the effect that digital technologies have on the interaction between these institutions and customers and, above all, on younger generations.
It highlights various solutions that museums can leverage to engage customers, showing some examples of initiatives, and dedicates a section to the emerging phenomenon of crypto-art. A digital mindset is the key to continuous improvement in the museum sector.

Chiara Giachino
, Phd in Business and Management at the University of Turin, she is Associate Professor at the Department of Management, where she teaches Marketing and Industrial Marketing. She is the author of scientific contributions published by national and international publishers in the marketing and management area. She has served as a member of the "Consulta Junior" for the Italian Society of Marketing (Società Italiana di Marketing - SIM) and is a referee for the Marketing thematic group for the Italian Society of Management (Società Italiana di Management - SIMA). In 2020 she has been a visiting scholar at Columbia Business School in New York.

Gita V. Johar, Foreword
Introduction
Communicate and interact with (new) generations
(Marketing and people in culture; The evolution of museums and communication; Communicate cultural products to consumers; The digital factor over generational cohorts; Using social media to communicate with GenAlpha, GenZ, GenY)
Digital tools and social media to communicate
(Communication tools: from blogs to virtual worlds; Social media to enhance relationships; Digital tools to interact; Digital initiatives and platforms to be connected and communicate; A story to tell
Digital customer experience: buyer personas and funnel's touchpoints
(The role of the experience for customers; Buyer personas for target customers/visitors; The decision process and touchpoints of the target customers/visitors; Experience, communication, and expectations; Change in museum communication during the pandemic)
A systematic literary review and examples of enhanced digital experiences
(A systematic literary review; From the world: examples of online initiatives; Contribution to the topic)
Crypto art and digital publics: a step into the future
(The digital art growth; Crypto-art, digital art and the digital attitude of people;The collectible: the Crypto-Punk case;Interview with Hackatao: a real artist communicating in a digital world; Next steps and touchpoint between crypto art, museums, and digitazed publics)
Conclusion
References.

Serie: Comunicazione d'impresa

Subjects: Business Communication and Advertising - Art, Culture and Entertainment

Level: Advanced Books for Professionals

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