Omsk, Russian Federation
Omsk, Russian Federation
UDK 339.138 Маркетинг
The main goal of the article is to discuss ways to effectively involve young people in cultural institutions through modern marketing methods. In the context of a rapidly changing digital environment and changing preferences of the target audience, cultural institutions need to adapt and use innovative approaches in promoting and achieving effective market interaction. The article discusses the need for metamarketing tools in the museum services market. The authors agree with a number of researchers that metamarketing is a post-marketing concept for products and areas that exist in the digital information and communication field. The explanation of the widespread use and growing interest in the use of the metaverse in marketing, according to the authors, is due to the emotional readiness and technical development of society, as well as novelty and human curiosity. The authors attach particular importance to the feasibility of taking into account the needs of representatives of the younger generation, which are characterized by a manifestation of interest in virtual reality, gamification, metaverse in everyday life. The article gives a behavioral characteristic of the youth target audience of museums. The authors cite the results of research on the immersive experience of visiting the exposition of one of the museums by young people. The article also contains the results of a survey organized by the team of authors, which make it possible to draw conclusions about the advisability of expanding marketing tools in the museum industry to the target audience "youth" and the inclusion of elements of metamarketing in marketing tactics. As a key conclusion, the authors say that metamarketing technologies should not replace the traditional functioning of museums, but only supplement, expand, improve in the event of low involvement of the younger generation in the sphere of museum services.
metamarketing, immersiveness, virtual reality, gamification, museum, youth
1. Trofimov, Y. Metamarketing. Reloaded. [Electronic source] URL: https://www.pr-info.ru/stmetamarkt6062012.htm (Date of access: 08.05.2024).
2. Petukhova, A. METAMarketing. [Electronic source] URL: https://www.litres.ru/book/anna-petuhova/metamarketing-67874319/chitat-onlayn/ (Date of access: 08.05.2024).
3. Voropaev, P. In a different reality: how is metamarketing organised? [Electronic source] URL: https://rb.ru/opinion/metamarketing-how/ (Date of access: 08.05.2024).
4. Gurov, O. N., Konkova, T. A. (2022). Metaviewelenye for man or man for metaviewelenye. Artificial Societies, 17(1), 1–11. EDN: NUUCYX.
5. Fashayan, E. R. (2023). Innovative concept of museum space: innovation and conservatism in the era of digital transformation. Economic and Socio-Humanitarian Studies, 2(38), 148–156.
6. Vorobyeva, O. Yu. (2019). Museum in the modern mass consciousness (on the example of Uglich). Yaroslavl Pedagogical Bulletin, 3(108), 198–203. EDN: TMUIDG.
7. Glukhova, I. L. (2018). Museum and visitor: new approaches in interaction in the modern world. Young Scientist, 24(210), 341–344. [Electronic source] URL: https://moluch.ru/archive/210/51413/ (Date of access: 10.05.2024).
8. Durov, V. I., Sizova, I. A. (2023). Audio tours as a new form of interaction between the museum and the audience (experience of Moscow museums on the platform IZI.TRAVEL). Information Society, 2, 79–88.
9. Karyakina, O. V. (2016). Positioning of museum services for the target audience (young people). The scientific palette, 2(12), 3–8. EDN: WFJPSP/
10. Kornilova, K. S., Gromova, P. S. (2020). Audience of Russian museums: characteristics, trends and features of development. Mediascope, 1, 10.
11. Pichkurova, I. A. (2022). New digital technologies of the modern museum world. Bulletin of the Kemerovo State University of Culture and Arts, 58, 62–67. EDN: IVUOHT.
12. Belyaeva, M. A., Ladygina, T. A. (2018). New museum communications: digital reset. World of Science. Sociology, philology, culturology, 9(4), 1–9.
13. Rudik, E. D. (2024). How brands can use metaviews for their marketing purposes. Bulletin of Science, Vol. 2, No. 1(70), 729–735. EDN: GMMFVJ.
14. Yarema, O. S. (2024). Marketing and advertising and information activities as key elements of effective functioning of museums. Art and Science of the Third Millennium: Proceedings of the XII International Scientific and Creative Conference, Simferopol, 23–24 November 2023. Simferopol: Antikva, 240–244. EDN: CTKMIK.
15. Huseynova, A. G. (2019). Excursions with the use of technical media. Geography and Tourism, 1, 189–191. EDN: YMDPUB.
16. Dmitriev, I. A. (2018). Internet advertising: definition, types, evaluation of effectiveness. Economics and socium, 6(49), 369–372. EDN: YKWLNR.
17. Zyryanova, E. S. (2022). Importance of visual content and classification of its types. International Journal of Humanities and Natural Sciences, 6-3(69), 158–162. EDN: ECNSAU.
18. Korneva, V. Yu. (2020). Modern regional museum: general trends and forms of cultural and educational activities (on the example of the Museum of History of Tomsk). Chuvash National Museum: people, events, facts, 15, 149–153. EDN: KYGPDK.
19. McGuinn, I. V. (2023). Virtual meta-universe. Cross-Cultural Studies: Education and Science, 8(1), 73–79.
20. Smetana, V. V. (2023). Digital illusion: meta-universe in the context of digital philosophy. Society and Civilisation, 5(3), 26–30.
21. Xiong, C., Zheng, S., Nazarov, Yu. V. (2023). NFT-Art as a link between digital art and meta-universe. Decorative Art and Spatial Environment. Bulletin of S. G. Stroganov Russian State University of Arts and Crafts, 2-2, 298–308.
22. Yanenko, M. B., Yanenko, M. E. (2023). Directions and problems of development of distribution channels as an element of the marketing complex in the concept of meta-universe. Science and business: ways of development, 11(149), 126–128.
23. Rentschler, R. (2007). Museum marketing: understanding different types of audiences. [Electronic source] URL: https://www.researchgate.net/publication/259694277_Museum_marketing_understanding_different_types_of_audiences (Date of access: 08.05.2024).
24. Robaina-Calderín, L., Martín-Santana, J. D., Muñoz-Leiva, F. (2023). Immersive experiences as a resource for promoting museum tourism in the Z and millennials generations. Journal of Destination Marketing & Management, Vol. 29. [Electronic source] URL: https://doi.org/10.1016/j.jdmm.2023.https://www.sciencedirect.com/science/article/pii/S2212571X23000343. (Date of access: 08.05.2024).
25. Çetin, Ö., Erbay, F. (2021). Gamification Practices in Museums. Journal of Tourismology, 7(2), 265–276. [Electronic source] URL: https://doi.org/10.26650/jot.2021.7.2.1017009 (Date of access: 08.05.2024).
26. Mikhaylova, T. B. (2019). Museum management. Yekaterinburg : Ural University Press, 88.
