DIGITAL TRANSFORMATION OF MARKETING IN MUSEUM INSTITUTIONS

Abstract

The purpose of the article is to study the peculiarities of the digital transformation of marketing in museum institutions and to determine modern tools for the digital promotion of cultural heritage in the context of contemporary socio-economic changes. The relevance of the research is determined by the growing importance of digital technologies in the functioning of cultural institutions and the necessity for museums to adapt their communication strategies to new forms of audience interaction. Traditional marketing instruments used by museums, such as printed advertising, exhibitions, and cultural events, are gradually losing their effectiveness due to changes in information consumption patterns and the increasing role of digital communication channels. Methodology of research. The achievement of the research objective is ensured through the application of general scientific methods, including analysis, synthesis, comparison, and generalization of scientific approaches to the digitalization of museum activities. A systematic approach is used to assess the role of information technologies in the marketing activities of museums. Statistical analysis is applied to evaluate the effectiveness of digital tools and their influence on museum audience engagement. Findings. The results of the research demonstrate that digital technologies, including official websites, social networks, virtual tours, multimedia exhibitions, online platforms, CRM systems, and analytical tools, significantly expand the possibilities of marketing communications in museum institutions. Their implementation contributes to attracting new visitors, improving interaction with audiences, increasing the accessibility of cultural heritage, and strengthening museums’ competitiveness in the cultural tourism market. Special attention is paid to international digital platforms such as Google Arts & Culture, Europeana, and Smithsonian Open Access, which provide broad access to museum collections and support the international promotion of cultural heritage. The study also identifies the advantages and risks of digital transformation, including increased accessibility and audience engagement on the one hand, and high implementation costs, technical barriers, and the need for qualified personnel on the other. Practical value. The practical significance of the research lies in identifying the key directions for the implementation of digital marketing tools in museum institutions. The proposed approaches may be applied to improve marketing strategies of museums, enhance their competitiveness, increase visitor attendance, and promote cultural heritage more effectively in the digital environment. The results of the study can also be used in the development of state cultural policy aimed at supporting the digital transformation of museum institutions. Keywords: digital transformation, museum marketing, digital technologies, cultural heritage, social media, online communications, museum promotion, virtual tours, digital platforms.