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Introduction
In today’s digital landscape, data is a vital resource for any cultural institution looking to enhance visitor experiences and innovate museum management. Two entertainment giants, Spotify and Netflix, have proven how the strategic use of data can transform audience engagement, making it more personalized and interactive. But what can museums learn from these platforms? How can they leverage data to attract visitors, boost engagement, and build audience loyalty?
In this article, we’ll explore the best museum marketing strategies and data management practices inspired by Spotify and Netflix, offering concrete examples of how museums can apply these lessons to innovate the visitor experience.
1. Personalization: Creating Tailored Visit Paths
Spotify and Netflix have revolutionized their industries by offering personalized content. For example, Spotify creates playlists like “Discover Weekly” based on users’ musical preferences, while Netflix recommends movies and shows based on viewing habits.
Lesson for Museums:
Museums can adopt a similar approach by using data collected through innovative digital solutions like amuseapp. By leveraging this data, museums can create personalized itineraries that align with the tastes and interests of each visitor.
2. Data Analytics: Optimizing Museum Management
Netflix and Spotify don’t just collect data; they analyze it deeply to understand user behaviors and preferences. For instance, Netflix knows exactly when users prefer to watch a series, how long they watch, and whether they’re doing other tasks while viewing. Many Netflix users now watch shows while doing chores, scrolling through social media, or cooking. And Netflix knows this. This insight has influenced scriptwriting, as characters now explicitly state their actions and intentions to accommodate distracted viewers who might consider the film as background noise.
Lesson for museums:
Museums can implement efficient, intuitive data tracking and analytics systems, such as the dashboard in amuseapp.
This allows museums (and other cultural venues) to easily visualize:
- Daily and weekly visit numbers, with trends and comparisons to previous periods
- Most-used languages, to better understand their international audience
- Popular points of interest, to optimize exhibits and enhance the visitor experience
- Average visit duration, to gauge audience engagement
- Visitor feedback and satisfaction, including post-visit survey responses
- Donation and sales trends, to assess monetization strategies
With this information, museums can optimize the visitor experience, such as redistributing foot traffic or creating more engaging content for less-visited exhibits.
3. Dynamic and Interactive Content: Enriching the Visit Experience
Netflix constantly updates its catalog with new content to maintain user interest. Spotify, on the other hand, uses push notifications to inform users about new albums or concerts.
Lesson for museums:
Museums can leverage technology to create dynamic and interactive content. For example, they could send push notifications to visitors who’ve downloaded the museum’s app, informing them about new exhibits or special events. Museums could also enhance the visit experience by having a historical figure “accompany” visitors through the exhibition via deepfake technology (see example at the end of this paragraph). Alternatively, they could offer a chatbot as a virtual guide, answering visitors’ questions in real-time (see example here).
4. Loyalty: Building Long-Term Relationships
Spotify and Netflix have developed loyalty strategies that go beyond simply offering content. For instance, Spotify fosters a sense of community through collaborative playlists, exclusive events for premium users, and the iconic end-of-year Spotify Wrapped.
Lesson for museums:
Museums, too, can build long-term relationships with visitors. How? By offering personalized membership programs, discounts on tickets, or exclusive access to special events or temporary exhibitions based on visitor preferences. Another strategy could involve sending personalized newsletters with educational content, fun facts, or deep dives into the exhibits visitors have shown interest in.
5. Experimentation and Innovation: Embracing New Technologies
Spotify and Netflix are known for constantly experimenting and innovating. Spotify has introduced personalized podcasts, while Netflix has played with interactive content formats like Black Mirror: Bandersnatch.
Lesson for museums:
In the museum world, embracing technological innovation can be a complex process filled with challenges and resistance. However, if museums adopt a more proactive, open approach to experimentation, they could uncover extraordinary new possibilities. By partnering with cutting-edge tech providers like amuseapp, museums could create innovative experiences that celebrate the past while exploring the opportunities of the present.
Case study:
The Smithsonian American Art Museum (SAAM) in Washington, D.C., developed an AI-powered audioguide to enhance the visitor experience in its modern and contemporary art galleries, which reopened in September 2023. The goal was to make the museum more accessible, engaging, and interactive, increasing audience diversity while reducing the need for physical devices. The guide had 35,000 users in the first three months, with a 25% return rate and strong engagement from younger visitors. The success of the project led SAAM to plan new features, including augmented reality (AR) experiences and citywide planning tools for Washington, D.C.
Conclusion
Harnessing Data to Create Unforgettable, Personalized Experiences
Spotify and Netflix have proven that data isn’t just numbers—it’s a powerful tool for creating personalized, engaging experiences. Museums now have the opportunity to embrace these lessons to transform the visit into a dynamic, interactive, and memorable experience.
By using data intelligently, museums can not only attract new visitors but also build deeper, longer-lasting relationships with their audience. In an era where experience and personalization are everything, museums that adapt and innovate will be the ones that leave a lasting mark on visitors’ hearts and minds.
amuseapp – The Digital Revolution for Cultural Institutions
amuseapp is more than just an audio guide—it’s an innovative digital platform that transforms visitor experiences and helps museums increase revenue.
- AI-powered personalized itineraries. Unlike traditional audio guides, amuseapp uses artificial intelligence to create customized routes tailored to different visitor needs: children, people with sensory disabilities, experts, students, and more.
- Accessibility in 30 languages. Currently, only 20% of museums offer content in more than two languages. With amuseapp, cultural institutions can overcome this barrier by automatically generating text and audio in 30 languages, making cultural heritage accessible to everyone, anywhere.
- Real-time virtual tour guide chatbot. A customized chatbot allows amuseapp to offer visitors a virtual guide that is always available, providing answers to their questions and enriching their museum experience.
- Simple and secure donation collection. With amuseapp, cultural institutions can easily and securely collect donations directly through the app.
- Visitor feedback for continuous improvement. amuseapp enables institutions to gather visitor insights on their experiences, providing valuable data to optimize museum services.
- Available as an app or web app. amuseapp’s web app allows visitors to access digital museum content without needing to download anything, while the mobile app offers an even more advanced and customizable experience.
One solution, multiple benefits. With amuseapp, cultural institutions can provide an innovative, inclusive, and interactive experience while improving their sustainability model.
Discover more about amuseapp.
