Digital methods of promotion in the field of museum activity (using the example of the state museum-reserve of M.A. Sholokhov)

Abstract

The purpose of this study is to examine the role of modern digital methods in promoting museum services through websites and social networks. The website of the state museum-reserve M. Sholokhov and social networks used by the museum to promote their services were used as an information base. The technologies that are most actively used by the museum have been determined, the effectiveness of using the main instruments of audience attraction has been analysed, and the trends of using of remote technologies during the COVID-19 pandemic have been identified. The forecast for the development of the museum services market taking into account new online practices has been done, a number of practical recommendations have been substantiated. Trends of application of the remote and digital technologies in the context of increasing the innovation level of museum services formats in the post-quarantine period have been indicated.

Keywords

• digital technologies
• digital marketing
• promotion
• social media
• culture
• museum services
• virtual environment
• covid-19 pandemic