Our recent work with the education departments at Westminster Abbey and Exeter Cathedral has given me an interesting insight into how the heritage sector is using digital technologies. We are seeing a real enthusiasm for video, apps and interactive event technologies in this sector, and a desire for innovation that makes it a really exciting area to work in.

Of course digital access to heritage is not new. This sector has a history [no pun intended] of digitally recording and reproducing heritage objects for preservation, archiving and research purposes. However the heritage sector faces some key challenges, which makes digital access to heritage all the more important:

  • Funding –public sector cuts are forcing heritage sites to look for sustainability,
  • Digital objectives – Government is strongly promoting digital inclusion and open data, as well as calling on organisations to implement efficiencies through digital technologies,
  • Growth in digital use – the trend for using digital devices and digital services continues skywards.

While there are many digital technologies that can be employed to increase efficiency, reduce costs and allow heritage sites to become more sustainable, my experience lies in the use of digital tools for promoting, interpreting and sharing heritage.

Cathedrals, castles, historic buildings and other heritage sites need to find ways of engaging a new generation and new audiences. Whether it’s marketing a heritage attraction to increase footfall, or finding ways to engage visitors during and after their visit - an entry into a heritage handbook and a staid copy of the guidebook is not enough.

Marketing heritage to new audiences

Today’s audiences are used to seeing dinosaurs, mythical and mystical creatures come to life on the big and small screen. The rich fascinating in depth stories behind the statues, paintings, historic objects and incredible buildings and places of worship no longer have to be inanimate static objects to look at. With the film making technology and techniques that have filtered down through the big screen movies, and the imagination and approach of the right agency, these rich stories can be bought to life in so many spectacular and cinematic ways that will absorb and inspire audiences of today and become a talking point long after the visit is over.

With the vast costs of running heritage sites, the most successful ones will be the forward-thinking marketers that think about audience first and leverage new and emerging technologies to deliver engaging and tailored experiences. That experience needs to start long before they even walk through the door. Capturing their attention when they visit the website with short interesting films about different historic objects, periods in history, famous people or events in history linked to the site. This unique content can then be used in a joined up approach through social media channels and other marketing material.

Interpreting heritage

The younger generation are perhaps the most discerning consumers of digital technology. Those ‘interactive’ displays that engaged me in my youth at a museum or historic building; don’t get a look in from children today. Therefore to engage this generation, and their parents, heritage sites need to innovate.

Sharing heritage

The story doesn’t end after visitors have walked through the door. As well as providing an immersive user experience while visitors are on site, the heritage sector should also have their eye on repeat visitors and word of mouth recommendations. Here too digital technologies have an important part to play; by providing visitors with the tools to share their experience with others, and to continue to engage with them until they return for a subsequent visit.

This joined up approach to digital technologies will go a long way to addressing those key issues that the sector faces. Increasing footfall and revenue through effective marketing and engagement, fulfilling Government digital objectives, and providing the digital tools and services that increasingly people expect.

 

by Rob Edmonds, Managing Director of NRG Digital. 

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