Many cultural institutions have fundamental problems in terms of marketing in general social media marketing expert, especially rural institutions. This is certainly due to the fact that there is simply no competition in these areas. But what is a problem there is that young people are not encouraged to go to a museum or a theater unless it is part of a school event.
According to Philip Kotler, marketing is a creative exchange instrument between two or more contact points. No more and no less. This in turn can be communicated via many channels. Most cultural institutions swear by their flyers, newspaper supplements or an entry in the city calendar of events. Whether these channels are sufficient is questionable, if only for the reason that these forms are very one-sided and do not allow an exchange of two sides, which should be the point of marketing. In addition, the welcoming cultural institution will not become more transparent. So why not go online and have a look what the others are doing and getting in touch with them? With the right strategy, young people could be motivated,
Many cultural institutions, especially some of the larger and state-sponsored ones, are shying away from the technology of participation in the internet, although these forms of communication have been a thing of the past for a number of years, including in business and not just private.
According to Peter Tschmuck’s theory of disruptive technologies, in my opinion, social media marketing expert is a disruptive technology for larger cultural institutions. Many institutions doubt whether they should participate, but it would disrupt their routine work processes and make them a lot more complex. This could be a bigger fear of them. But if they do not jump up, they will override the social media marketing expert wave and overtake competitors who use the social media marketing expert surfboard.
It’s the beginning that’s hard. But can not we start with something new once the goals are clearly defined and the facility knows where to go? So a strategy is necessary. And if the aim is to get young people excited about a natural history museum, milestones must be set in order to generate the desired effect. When something new enters a hierarchical enterprise, it means that routine structures are broken up, creating a high level of complexity through new ways of doing things. This complexity diminishes over time as pleasant behaviors emerge. Ultimately, new tasks have been created that have to be mastered, with creativity coming into play. After the development of the new action measures, calm returns, because an understanding of the new technology has emerged. The same is true with social media marketing expert. The cultural institutions lock themselves before that, then they begin to develop a strategy that scares them to have uncontrolled effects.
The strategy is preceded by a precise objective with regard to the persons to be reached and the company goals. It may, for example, be the goal to get more visitors to a museum or increase awareness. When the goal is clear and the interrelationships with the other marketing tools are analyzed, the right content can be fed into the right forums step by step. This content should in turn be interconnected, as Christian Henner-Fehr noted in his blog post today. If attention is now paid to interactivity in terms of viral distribution of videos or photos or even communication between users and various cultural institutions, then the strategy makes sense.
But what’s important is that the cultural institutions understand what the possibilities of this digital form of communication are and how they can be used, even if they shy away from the terms ‘technology’ and ‘marketing’.