We live in a digital world, we buy digital goods (still preferring physical goods), we communicate through social networks, we retrieve information online, we are almost always connected to our smartphone, and we recently experienced the meaning of social distancing and home confinement due to Covid-19 pandemic.
These are some of the main reasons that have lead companies to think about new marketing strategies and communication plans; but what about the cultural industry? Museums tried to implement digital technologies in their processes and at different stages of the customer journey, but not always in a homogeneous way to effectively communicate with different audiences. However, the speed of digital change in museums and art galleries soared with the advent of Covid-19 pandemic in 2020, engendering the rise of new solutions, trends, and opportunities. In one year, the art field had the opportunity to evolve like never before, but will this industry be fast enough to embrace the change and surf the wave?
The book offers a structured perspective on how museums are evolving and reveals the effect that digital technologies have on the interaction between these institutions and customers and, above all, on younger generations.
It highlights various solutions that museums can leverage to engage customers, showing some examples of initiatives, and dedicates a section to the emerging phenomenon of crypto-art. A digital mindset is the key to continuous improvement in the museum sector.

Chiara Giachino, Phd in Business and Management at the University of Turin, she is Associate Professor at the Department of Management, where she teaches Marketing and Industrial Marketing. She is the author of scientific contributions published by national and international publishers in the marketing and management area. She has served as a member of the "Consulta Junior" for the Italian Society of Marketing (Società Italiana di Marketing - SIM) and is a referee for the Marketing thematic group for the Italian Society of Management (Società Italiana di Management - SIMA). In 2020 she has been a visiting scholar at Columbia Business School in New York.