Improvement Strategy for Efficient Museum Microsite Development and Marketing Effectiveness


YI TING CHEN, National Museum of Natural Science, Taiwan, Sing-Da Huang, National Chengchi University, Taiwan (R.O.C.)

A Microsite can serve as the home or destination of marketing campaign,and help brands achieve a number of things.Promotion microsite for temporary museum exhibits are usually separated from the official website of a museum. Because such websites are developed as an independently themed microsite, their layout design and style tend to be more flexible to fit different exhibition themes and curation directions. In recent years, great advancements in website technology and the release of various open web application frameworks have remarkably increased the speed of web development. As a result, developers can focus on the potential benefits that follow the establishment of a website, such as its marketing strategy, content, and target visitor analysis.