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2021 | OriginalPaper | Buchkapitel

Proximity Marketing and Context-Information Awareness

verfasst von : Anna D’Auria, Tiziana Russo Spena, Francesco Bifulco

Erschienen in: Digital Transformation in the Cultural Heritage Sector

Verlag: Springer International Publishing

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Abstract

This chapter investigates the role of new digital devices in marketing initiatives to provide personalized offerings thanks to context-aware information. Despite the scholars’ suggestion to create a two-way relationship between provider and user to achieve mutual benefits, the technological tools are used mainly to spread information (i.e. points of interest, opening hours, and other practical information) from an existing database. Some solid evidence related to proximity marketing initiatives in the cultural heritage sector has been further explored. Relying on Nagtode’s and Raghunandam’s (Integrated digital marketing: the key to understanding your customer. Tata Consultancy Services, 2015) model and the case study exploration, an integrative framework is advanced, based on four elements—information, interaction, tools, and personalization—and the four pillars including people, data, processes, and contexts. The framework can support museum managers in creating a different way to personalize the interaction and engagement with visitors, dynamically.

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Titel: Proximity Marketing and Context-Information Awareness
verfasst von: Anna D’Auria
Tiziana Russo Spena
Francesco Bifulco
Verlag: Springer International Publishing
Buch: Digital Transformation in the Cultural Heritage Sector
Print ISBN: 978-3-030-63375-2

Electronic ISBN: 978-3-030-63376-9

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-63376-9_8