Proposta de um plano de Marketing Digital para o Museu de Arqueologia de Xingó

Abstract

Digital transformation has redefined the ways of communication and access to information, directly impacting cultural institutions, which must adapt to remain relevant and engage new audiences. In this context, digital marketing emerges as a strategic tool capable of enhancing the dissemination of knowledge, strengthening institutional image, and promoting greater interaction between museums and society. Within this scenario, the present research aims to propose a digital marketing plan for the Museum of Archaeology of Xingó (MAX), affiliated with the Federal University of Sergipe (UFS), with the purpose of strengthening digital communication and marketing strategies, increasing institutional visibility, and fostering greater engagement with audiences through the use of Digital Information and Communication Technologies (DICT). This is an applied case study with a qualitative and descriptive approach that seeks to present digital tools and strategies and to consolidate the museum’s communication identity. The methodological procedures involved a systematic literature review, aimed at verifying the existing knowledge over the past ten years (2014–2025) in national and international databases. Interviews with the two managers enabled the identification of strategic aspects of the museum’s digital communication, while thematic analysis was employed to identify recurring patterns emerging from interviews the various texts. Additionally, the SWOT matrix was applied to diagnose the strengths, weaknesses, opportunities, and threats related to the museum’s digital communication. Based on this diagnosis, the technical product of this research—the Digital Marketing Plan for the Museum of Archaeology of Xingó—was developed, containing strategic guidelines and practical actions focused on the use of social media, content marketing, and optimization of informational communication. The results show that digital marketing, when integrated into information management, constitutes an essential instrument for strengthening museum institutions, contributing to the dissemination of knowledge, the appreciation of cultural heritage, and engagement with society.