The 7th international conference in madrid was a fantastic event thanks to our three great hosts, the Centro de Arte Reina Sofia, the Museum Thyssen-Bornemisza and the Museo del Prado.
256 museum professionals attended from all over the world (20 countries) to learn, exchange experiences and share expertise during three full days. The theme, New Media, and the chair of the conference, Will Gompertz from Tate, provided much inspiration.
Museums are becoming increasingly aware of the opportunities offered by fast-changing technology; for example, the opportunity to reach much larger audiences and to build audience profiles. This in turn makes it possible for museums to adapt key messages according to audience profile and target communication strategies more effectively. One reoccurring theme of the conference was the importance of different forms of communication with visitors, before, during and after any actual museum visit. Another message was that even museums with small marketing budgets had much to gain by using new media tools, especially if combined with dynamic and well-targeted partnerships.
The three days in Madrid highlighted how quickly international museums have moved within the last five years and how successfully they are integrating new media into their long term communication strategies.