Topic 3 The importance of digitisation of cultural heritage

Digitisation of cultural heritage contributes to marketing of cultural institutions.

▪Added value to the cultural experience

▪Facilitation of building relationships between consumers and institutions, which is the most important element of the relationship marketing.

Interactivity is an important aspect in communicating and understanding cultural heritage though:

  • Multimedia techniques offer many opportunities
  • 3D representation
  • Virtual Environments
  • Wireless Appliances
  • Augmented Reality (AR)
  • Virtual Reality (VR)
  • Heritage organisations, particularly libraries, archives, and museums, are the major keepers of cultural and scientific content. They are generally non-profit organisations that aim to provide access to collections in order to facilitate knowledge preservation (Bakhshi & Throsby 2012).
  • Increasing and broadening the accessibility of the collections is an important driver for these organisations to adopt new technologies. Digitisation and publication of collections online can potentially allow access to content across the globe, and as such, liberate this untapped knowledge potential.
  • Digitisation of cultural “products” can be a fundamental part of a “360° marketing strategy”.

Image source:

Social Media: shaping the digital character of a cultural institution

  • Museums have increasingly utilised social media as an important method to communicate with current and prospective audiences (e.g. concerning the institution’s announcements).
  • Social media now allows the general public to see behind closed doors.
  • It is about an interesting and inexpensive way to let your target audience watch the whole process of the cultural institution’s transformation into a hybrid that includes both physical and digital status.
  • The social media platforms that can be more exploitable for the cultural institutions are:

       Facebook, Twitter, Medium, LinkedIn

Image source:

Platforms/ examples of cultural institutions promotio

Thanks to modern technology, you can nowadays explore thousands of galleries and museums from the comfort and safety of your home.

Virtual tours show interior and transmit the atmosphere. They are used a lot for educational and commercial purposes.

A virtual tour can motivate someone to finally visit the museum.

Mikhail Piotrovsky – Hermitage director

Our task is to protect culture. If there is no culture, then nothing can be helped. Culture is a bridge, and this bridge must be the very last thing to be destroyed.”

Mikhail Piotrovsky, director of St Petersburg’s State Hermitage Museum