In the wake of modern technological advancements, traditional institutions such as museums are not left out in the onward march towards digitalisation. This article delves into the realm of digital transformation strategies that UK museums can employ to enhance visitor experiences, streamline operations, and preserve collections. From digital exhibitions and augmented reality to data-driven decision making, the possibilities are broad and exciting. Here, we explore the thinking behind these strategies and how they work.
The Role of Digital in Museum Strategy
Digital strategy is not just about incorporating technology into a museum’s operations. It encompasses a total transformation in how museums interact with their audience, how they manage and display their collections, and how they operate as organisations.
Digitalisation offers an opportunity for museums to redefine their value proposition and adapt to the changing expectations of their visitors. Technology complements traditional museum experiences by providing meaningful and personalised interactions, broadening access to collections, and providing avenues for deeper engagement. It enables museums to reach beyond physical boundaries, making collections accessible online to global audiences.
Digital strategy is becoming integral to museum transformation because it redefines the visitor experience. Museums are moving away from the model of passive observation towards creating immersive, interactive, and personalised experiences. Digital transformation helps museums to understand their audience better, providing insights that inform exhibition design and delivery.
Digital Collections and Online Exhibitions
Museums are treasure troves of historical artefacts, scientific specimens, and works of art. One of the effective ways that museums have embraced digitalisation is by digitising their collections. In this process, objects are photographed or scanned to create digital replicas. This allows museums to preserve their collections while making them more accessible to the public.
Online exhibitions are another facet of digital strategy. Exhibits that exist only in digital format can be viewed and interacted with by anyone with an internet connection. This broadens the reach of the museum, allowing people who would not ordinarily be able to visit the museum in person to explore its collections.
Digital collections and online exhibitions can also incorporate multimedia and interactive elements. For instance, data visualisation tools can be used to provide context and interpretation for artefacts. Augmented reality (AR) and virtual reality (VR) technology can be used to create immersive experiences that allow visitors to engage with exhibits in novel ways.
Enhancing Visitor Experience with Technology
Today’s museum-goer expects a different kind of experience – a more engaging, interactive and personalised journey that digital technology can provide. Museums that embrace digital are not looking to replace the physical experience of visiting a museum but to enhance it.
A primary aspect of digital strategy in museums is the enhancement of the visitor experience. This can be achieved in several ways. For instance, museums can use mobile apps to provide self-guided tours, interactive maps, and additional information about exhibits. Interactive displays and touchscreens can provide deeper context and narratives about displayed items.
Augmented reality (AR) and virtual reality (VR) technologies are also being increasingly used in museums. AR overlays digital information onto the physical world, providing an enhanced view of exhibits. VR, on the other hand, can transport visitors to different times or places, providing an immersive experience that would not be possible in the physical world.
Data-Driven Decision Making
As museums enter the digital age, the use of data has become increasingly important. Museums generate a lot of data, from visitor demographics to online engagement metrics. This data, when analysed and interpreted correctly, can provide valuable insights that inform decision making.
Data-driven decision making can help museums understand their audience better. It can provide insights into visitor behaviours and preferences, allowing museums to tailor their exhibits and programs to the needs and interests of their audience.
Data can also help museums to track and evaluate the success of their digital strategy. Metrics such as online engagement, website traffic, and social media interactions can provide feedback on what’s working and what’s not. This can inform future strategy and help museums to continuously improve and innovate.
Organisational Change and Digital Thinking
Digital transformation is not just about introducing new technologies. It’s about changing the way organisations think and work. Digital thinking involves integrating digital into all aspects of a museum’s operations, from collections management to audience engagement.
For digital transformation to be successful, it must be driven by the top and embraced by all. This often requires a cultural shift within the organisation. People at all levels need to understand the value of digital and be willing to embrace change.
To drive this change, museums can provide training and development opportunities to upskill their staff. They can also build partnerships with tech companies and other organisations to access expertise and resources. By fostering a culture of digital thinking, museums can ensure that they stay relevant and competitive in the digital age.
Without a doubt, the digital revolution is reshaping museums in the UK. By implementing these strategies, museums can harness the power of digital to provide engaging, accessible, and meaningful experiences for their audience.
Digital Literacy and Staff Training
Every great digital transformation strategy begins with a knowledgeable and tech-savvy team. For museums to fully utilise the potential of digital strategies, they need to invest in the digital literacy of their staff. This is not just about teaching staff how to use new tools and technologies, but also about fostering a culture of digital thinking and innovation.
Museums can organise regular training and development sessions to upskill their staff in various areas of digital technology. These areas might include social media management, content creation, data analysis, and even coding. The idea is to make every member of the team a digital champion in their own right, capable of contributing to the museum’s digital efforts.
The incorporation of digital literacy training goes beyond just the regular staff. It also extends to the volunteers and interns. The premise of this strategy is that everyone involved in the museum’s operations should be able to contribute to its digital strategy.
To further enhance their digital capabilities, museums can also consider working with external tech companies and digital experts. These collaborations can provide valuable insights and resources, and facilitate the learning and adoption of new technologies. Ultimately, digital literacy and staff training is about fostering a culture of continuous learning and innovation. This culture is what enables museums to adapt and thrive in the rapidly evolving digital landscape.
The Holistic Approach to Digital Transformation
A holistic approach to digital transformation is one that considers all aspects of a museum’s operations. This approach appreciates that digital transformation is not just about implementing new technologies, but about changing the way the museum operates as a whole.
In this regard, a holistic approach involves integrating digital into every aspect of the museum’s operations, from collections management to visitor engagement, to the way the museum communicates with the public. For instance, social media can be used to promote exhibitions, engage with the audience, and even solicit feedback.
The museum website can also be transformed into a digital hub, housing everything from online exhibitions to educational resources. Furthermore, data analytics can be used to inform decision making and drive continual improvement.
A holistic approach also appreciates the need for organisational change. For digital transformation to succeed, it must be embraced by all, from the top management to the frontline staff. This often requires a shift in the museum’s culture and mindset, with everyone understanding the value of digital and being willing to embrace change.
Achieving a holistic digital transformation may not be easy. It requires consistent effort, willingness to experiment and learn, and often a substantial financial investment. However, the potential rewards are immense. A successful digital transformation can help museums to provide engaging, accessible, and meaningful experiences for their audience, and ensure their relevance and competitiveness in the digital age.
Conclusion
The journey to digital maturity is a continuous one and requires a strategic and holistic approach. From enhancing visitor experience with cutting-edge AR and VR technologies to making informed decisions through data analytics, the possibilities of digital are broad and exciting.
By investing in digital literacy and staff training, museums can foster a culture of digital thinking and innovation. A holistic approach ensures that digital is integrated into every aspect of the museum’s operations, redefining how museums interact with their audience and manage their collections.
Undoubtedly, digital transformation holds the key to the future of UK museums. By harnessing digital strategies, these repositories of cultural heritage can redefine their value proposition, reach global audiences, and create interactive and personalised experiences. The digital revolution is reshaping museums, and those willing to embrace it stand to reap significant benefits.
