Digital marketing in cultural heritage. An approach to metaverse

The contemporary cultural scenario is called upon to face challenges deriving from the intersection between social and technological variables, and to develop new strategic trajectories capable of stimulating the interest and involvement of a new audience of digital natives. If assisted with effective marketing strategies, metaverse and virtual platforms can become a fundamental strategic tool for cultural players to build a lasting and solid relationship with their reference stakeholders and with a new target audience. This chapter analyses the role that digital and immersive technologies can have in increasing participation and engagement of young adult customers.