Marketing the app: a toolkit

Smithsonian 2.0

As many museums all over the world “mobilize”, creating mobile versions of their websites and mobile apps, they come to ask for tips and guidelines for the promotion of their mobile products. Although visitors increasingly expect museums to provide Wi-Fi and connected services, they do not automatically assume museums have apps available to support and enhance their visit, so these tools must be made visible and clearly available. In fact, while an exhibition or an educational program can’t be missed by visitors walking through your galleries, a mobile app and the contents that has to offer is invisible without appropriate signage and promotion to support them.

Effective marketing strategies may determine the mobile app’s success as much as its content and interface. At the same time, museum settings and content differ from other environments in which mobile projects are being developed: best practices and key learnings have to be assessed…

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