Marketing digital na promoção do património cultural na cidade de Maputo

Abstract

The paper analysed the use of digital marketing in the promotion of cultural heritage in the city of Maputo, with a focus on the Maputo Fortress and the Mozambique Railways Museum. Using an exploratory and descriptive research methodology, which included bibliographical research and fieldwork through interviews, several important conclusions and recommendations were identified. The study emphasised the importance of digital marketing as a vital tool for disseminating, promoting and enhancing cultural heritage. Digital marketing enables effective promotion, reaching a specific target audience and providing useful statistics for monitoring activities. However, cultural heritage promotion policies in Maputo face significant challenges, including a lack of resources and a lack of awareness on the part of government authorities and the management of cultural institutions.These challenges have resulted in projects not continuing, despite the significant investment of time and money. The recommendations therefore include the need to invest in improving digital marketing to publicise cultural assets. This can be achieved by decentralising control of digital platforms, offering training for employees, promoting forums between cultural heritage sites and investing in technologies that facilitate the use of digital platforms. In addition, it is important for museums to consider the target audience when choosing social networks for promotion, recognising that each medium has its own specific audience(TRADUÇAO NOSSA)