Digital Targeted Communication: An Integrated Approach

This chapter deals with digital communication by addressing how, through new digital infrastructure, companies multiply opportunities for information resources accessibility and sharing and customer’s co-creative participation. The new cultural heritage audiences grow up through new communication strategies aimed at producing different kinds of digital content (e.g., blog posts, videos, and photos). These create the ability to share and reproduce collections and atmosphere across digital and physical spaces with high and active customer participation. New forms of personalized and targeted communication have moved from businesses “pushing” content toward consumers to consumers “pulling” content.