{"id":300069,"date":"2025-05-06T11:00:00","date_gmt":"2025-05-06T09:00:00","guid":{"rendered":"https:\/\/amuseapp.art\/?p=300069"},"modified":"2025-06-06T15:44:59","modified_gmt":"2025-06-06T13:44:59","slug":"digital-campaigns-museums","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/digital-campaigns-museums\/","title":{"rendered":"Why create digital campaigns for museums?"},"content":{"rendered":"<h3><b>Here is the complete guide to online cultural promotion through digital campaigns for museums<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In Contemporary cultural landscape, <\/span><b>digital campaigns for museums<\/b><span style=\"font-weight: 400;\">  are no longer a choice, but a strategic necessity. In an age when most choices are made online, it is crucial that cultural institutions also learn to preside over this space effectively. According to Google, 53 percent of users conduct online research before making a decision: this crucial moment is referred to as the    <\/span><b>Zero Moment of Truth (ZMOT)<\/b><span style=\"font-weight: 400;\">. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s why investing in <\/span><b>online promotion<\/b><span style=\"font-weight: 400;\"> and in tools such as <\/span><b>Google Ads <\/b><span style=\"font-weight: 400;\">can make the difference between a forgotten exhibition and a room full of visitors.<\/span><\/p>\n<h2><b>Why museums need to invest in online promotion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Competition for audience attention is no longer played out only among cultural institutions, but also with cinema, social media, TV series, and endless digital entertainment options. To stand out in this crowded ecosystem, it is necessary to   <\/span><b>being present and active online<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adopting digital strategies enables museums to reach new audiences, increase interaction and participation, and improve both the online and physical experience (Source: White Paper, <\/span><i><span style=\"font-weight: 400;\">UK Museum Sector: Embracing Digitisation.<\/span><\/i><span style=\"font-weight: 400;\">, Cisco). <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">In addition, it is good to elaborate on the ZMOT mentioned above.<\/span><\/p>\n<h3><em><b>What is the Zero Moment of Truth (ZMOT)?<\/b><\/em><\/h3>\n<p><span style=\"font-weight: 400;\">The ZMOT is the moment, introduced by Google in 2011, when the consumer, after perceiving a stimulus (such as a need or an advertisement), turns to the Web to gather information about the product or service that interests him or her, even before making direct contact with it or the point of sale. At this stage, the user: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">He reads reviews<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Watch demonstration videos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Compare prices and alternatives<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consult other users&#8217; opinions and authoritative sources<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">During ZMOT, consumers become active participants in their own purchasing journey, constructing opinions and evaluations that will influence the final decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ZMOT represents a revolution in the relationship between consumers and brands: choice no longer happens only in front of the shelf or in the ticket office, but is built much earlier, online, thanks to immediate access to a multiplicity of sources and opinions.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Presiding effectively over the ZMOT means intercepting the customer at the moment when they are forming their opinion and positively influencing their final decision. If your museum is not present at that moment, you are leaving room for competitors. Being visible with    <\/span><b>digital campaigns for museums<\/b><span style=\"font-weight: 400;\"> structured allows you to <\/span><b>influence choice<\/b><span style=\"font-weight: 400;\"> right there, where it all begins.<\/span><\/p>\n<h2><b>Digital campaigns for museums: much more than visibility<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Talk about <\/span><b>digital campaigns for museums<\/b><span style=\"font-weight: 400;\">  It is not just about buying advertising space. It is about   <\/span><b>Build a consistent digital experience<\/b><span style=\"font-weight: 400;\">, capable of attracting, engaging and building loyalty.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">  Here are the key elements to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>SEO and editorial content:<\/b><span style=\"font-weight: 400;\"> Optimize museum web pages with up-to-date, engaging and relevant content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Email marketing and automation:<\/b><span style=\"font-weight: 400;\"> Informing different audience segments with personalized messages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social media ADV:<\/b><span style=\"font-weight: 400;\"> Reaching target users on Instagram, Facebook, TikTok and LinkedIn.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Google Ads:<\/b><span style=\"font-weight: 400;\"> an indispensable tool for presiding over the ZMOT, appearing right when the user searches for \u201cmuseums open on Sunday\u201d or \u201ccontemporary art exhibition Milan.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But beware: <\/span><a href=\"https:\/\/www.ilgiornaledellarte.com\/Articolo\/Social-network-quanto-vi-amano-i-musei-\"><span style=\"font-weight: 400;\">an article in the Art Newspaper<\/span><\/a><span style=\"font-weight: 400;\"> points out that social media are not the first source of information for deciding to visit a museum, but rather tools used after a decision has already been made, while<\/span><b> traditional online research (search engines, websites) remains crucial for planning the visit.<\/b><\/p>\n<h2><b>How to use Google Ads culture to attract new visitors<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Among the most effective resources in <\/span><b>online promotion<\/b><span style=\"font-weight: 400;\">, <\/span><b>Google Ads <\/b> <span style=\"font-weight: 400;\">represents a powerful and still underutilized lever for many museums. The advantage? It makes it possible to intercept users who are actively interested in cultural issues.  <\/span><\/p>\n<h3><b>Here are some best practices for an effective campaign:<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Geolocalized segmentation<\/b><span style=\"font-weight: 400;\">: show your ads only to those who are physically near the museum.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Long tail keywords.<\/b><span style=\"font-weight: 400;\">: e.g. \u201cvisit archaeological museum for children in Rome\u201d.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ad extensions<\/b><span style=\"font-weight: 400;\">: add schedules, special offers, or links to booking.<\/span><\/li>\n<\/ul>\n<h2><b>Strategies for consistent and sustained online cultural promotion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The effectiveness of <\/span><b>digital campaigns for museums<\/b><span style=\"font-weight: 400;\"> is enhanced when integrated into an omnichannel strategy, in which every online touch point works in synergy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile-first website<\/b><span style=\"font-weight: 400;\">: In 2024, smartphones account for 94.2 percent of all devices used to access the Internet by people over the age of 16 (Source: Statista, 2024).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Blogging and storytelling<\/b><span style=\"font-weight: 400;\">: telling the stories behind the works and artists to increase dwell time on the site.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retargeting<\/b><span style=\"font-weight: 400;\">: re-contacting those who have visited the site or interacted with social content.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Each action must converse with a specific goal, whether it is to increase ticket sales, get reservations for a guided tour, or collect contacts for future newsletters.<\/span><\/p>\n<h2><b>Real-world examples of successful museum digital campaigns<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A case of excellence that helps to better understand the impact of online promotion in the museum world is the <\/span><b>MAXXI (Italy).<\/b><span style=\"font-weight: 400;\"> In fact, the museum collaborates with specialized agencies (<\/span><a href=\"https:\/\/doagency.it\/portfolio\/project-management-sviluppo-web-maxxi\/\"><span style=\"font-weight: 400;\">Do Agency<\/span><\/a><span style=\"font-weight: 400;\">) for dynamic Google Ads campaigns with interactive HTML5 banners in 7 formats, optimized for Google&#8217;s technical limitations. It has, in addition, integrated   <\/span><a href=\"https:\/\/www.maxxi.art\/google-art-project\/\"><span style=\"font-weight: 400;\">Google Art Project<\/span><\/a><span style=\"font-weight: 400;\">  with Street View virtual tours and 55 works in high definition. Finally, the use of Google Web Designer for complex banners demonstrates an advanced technical approach to pay-per-click campaigns. <\/span><\/p>\n<p><b>amuseapp: the digital platform for museums that want to grow<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In such a dynamic environment, having a specialized technology partner can make all the difference. <\/span><b>amuseapp<\/b><span style=\"font-weight: 400;\"> is the platform that enables museums to create engaging visitor experiences, manage visitor relations, and integrate their marketing activities easily and effectively. <\/span> <\/p>\n<h2><b>amuseapp is the online audio guide for museums &#8211; the digital revolution for cultural places<\/b><\/h2>\n<p><a href=\"http:\/\/amuseapp.it\"><b>amuseapp<\/b><\/a><span style=\"font-weight: 400;\"> is more than just an audio guide-it is an innovative digital platform that transforms the visitor experience and helps museums increase revenues.<\/span><\/p>\n<p><a href=\"https:\/\/www.amuseapp.art\/?page_id=300538\"><b>Customized itineraries<\/b><\/a><b> with the<\/b><a href=\"https:\/\/www.amuseapp.art\/amuseagent\/\"><b>Artificial Intelligence<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">Unlike traditional audio guides, amuseapp uses artificial intelligence to create customized itineraries based on the needs of each visitor: children, people with sensory disabilities, experts, students, and many other categories.<\/span><\/p>\n<p><a href=\"https:\/\/www.amuseapp.art\/?page_id=300529\"><b>Accessibility in 30 languages<\/b><\/a><b>. <\/b> <span style=\"font-weight: 400;\">Today, only 20 percent of museums offer content in more than two languages. With amuseapp, cultural venues can break down this barrier, automatically generating text and audio in 30 languages and making cultural heritage accessible to everyone, everywhere. <\/span><\/p>\n<p><a href=\"https:\/\/www.amuseapp.art\/?page_id=300570\"><b>Chatbot real-time virtual tour guide<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">Using a customized chatbot, amuseapp offers visitors an always-available virtual guide who can answer their questions and enrich the visitor experience.<\/span><\/p>\n<p><a href=\"https:\/\/www.amuseapp.art\/?page_id=300561\"><b>Easy and safe donation collection<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">With amuseapp, cultural places can collect donations directly through the app, quickly, securely and intuitively.<\/span><\/p>\n<p><a href=\"https:\/\/amuseapp.art\/insights\/\"><b>Feedback for continuous improvement<\/b><\/a><b>. <\/b><span style=\"font-weight: 400;\">amuseapp allows you to collect visitors&#8217; opinions about the visitor experience, providing valuable data to optimize your services.<\/span><\/p>\n<p><a href=\"https:\/\/www.amuseapp.art\/app-and-web-app\/\"><b>Available in app or web app mode<\/b><\/a><span style=\"font-weight: 400;\">. The amuseapp web app allows visitors to access the museum&#8217;s digital content without having to download any apps. The amuseapp mobile app is designed to offer a more advanced and customizable experience. By downloading it from the official stores, visitors can benefit from extra features.  <\/span><\/p>\n<p><b>One solution, multiple benefits.  <\/b><span style=\"font-weight: 400;\">With amuseapp, cultural venues can offer an innovative, inclusive and interactive experience while improving their sustainability model.<\/span><\/p>\n<p><b>Learn more about<\/b><a href=\"http:\/\/amuseapp.it\"> <b>amuseapp<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Do you have a museum and want to find out how to provide the best digital experience for your visitors?<\/b><b><br \/>\n<\/b> <span style=\"font-weight: 400;\"> \ud83d\udc49<\/span><a href=\"https:\/\/www.amuseapp.art\/contacts\/\"> <b>Contact us<\/b><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here is the complete guide to online cultural promotion through digital campaigns for museums In Contemporary cultural landscape, digital campaigns for museums are no longer a choice, but a strategic necessity. In an age when most choices are made online, it is crucial that cultural institutions also learn to preside over this space effectively. According [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":300066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[146,127],"tags":[],"class_list":["post-300069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-museum-management-blog","category-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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