Promoting Cultural Heritage Through Diverse Digital Marketing Channels

Abstract

The digital marketing of heritage has many different areas of focus around the globe since its beginning in the 1960's. Among the objectives of this paper is to analyze digital technologies platforms' role in branding cultural heritage as a unique potential with low cost and ability for further spread. These technologies removed many barriers of marketing cultural heritage, which in turn give more opportunities and ideas towards better heritage branding through the various electronic media channels. The following pages of this article examine how historical assets can effectively use social and digital media in this concern and what are the best practices when using social media in promoting these assets along with some tips that sustain their improvement. The various social media platforms are used to communicate wider with the community who most of the time preferred using Facebook, Twitter, Instagram and Snapchat as four main social media platforms due to their effectiveness in engaging and attracting them, along with their ability in the marketing of numerous events, programs and exhibits. This research is determining what the marketing rules of cultural heritage are in the digital age which in turn should lead the marketers to up-to-date the online marketing strategies in order to fulfill audiences' perspectives like the importance of selecting the targeted segments and creating appropriate virtual communities with common interests.