MARKETING OF MUSEUM EXHIBITIONS IN THE MODERN INFORMATION AND COMMUNICATION SPACE

Abstract

The purpose of the article is to identify modern features of museum marketing and analyze the most effective ways to promote museum exhibitions on the Internet. Publications devoted to the specifics of museum marketing in Ukraine are considered, the relevance and practical significance of applying a marketing approach to increasing the efficiency of museum activities are substantiated. The approach to the exhibition as a specific product in the museum services market and to visitors as a target audience of consumers is argued. Segments of the museum’s target audience are highlighted, their main characteristics are given, the specifics of the demand for visiting museum exhibitions and purchasing related goods and services in each of the selected segments are described, and it is proved that for each of them it is advisable to develop differentiated marketing strategies. It is confirmed that in the conditions of the modern information and communication space, when attracting new audiences, online museum marketing tools come to the fore, including the development of its own online platforms (sites, mobile applications), the museum’s presence, and the promotion of information about its collections and exhibition activities simultaneously in several of the most popular social networks. Statistical data on the prevalence of social networks in Ukraine, the age characteristics of their users, the involvement of consumers in their content, and the organic reach of page subscribers by messages are provided. The conclusions are drawn that since different platforms cover qualitatively and quantitatively different audiences, it is necessary to create messages for each of them that differ in form, style, and tone of communication, using artificial intelligence to automate, filter, and personalize content. The importance of hashtag marketing is emphasized. Examples of the most successful collaborations and joint projects are given, which give each participant a synergistic effect, allowing museums to potentially reach wider audiences and increase attendance at their exhibitions not only online, but also in the real museum space.