Development of the digital marketing in museums : case Raseborg's museum

Today, digital marketing has become increasingly important for marketers to manage. The success of digital marketing for businesses and services depends on a well planned and structured digital marketing strategy. The case for this thesis is Raseborg’s museum. The organization is about to grow bigger and the target groups will change when a new art museum is soon being built and added to the current museum organization. The museum will have to develop its digital marketing strategy to reach the new customer groups and the content in the digital marketing channels have to match the customer’s needs and expectations. To be able to start developing the new digital marketing strategy the museum has to evaluate its current marketing activities. The purpose of this thesis was to investigate which actions are the most profitable for museums to do to develop their digital marketing in the future. Which channels are the most important to use, which are the target groups and which content is the customer's most interested in? The theory part describes digital marketing in general, digital marketing strategy, different digital marketing tools and digital marketing in the future. There is also a section about B2C marketing, marketing segmentation and target groups. The results from the research are presented after each theory chapter. The research part of this thesis was done by sending a questionnaire to museums both in Finland and in Europe. Fifteen museums have answered the online questionnaire and have given their insights on their current digital marketing. Conclusions were drawn on how museums should plan their digital marketing to reach their goals. The findings in this research can be generalized and applied in various organizations in different cultural fields for creating a digital marketing strategy