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Analyzing the Digital Marketing Strategies for Promoting Beijing's Central Axis Culture

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Abstract

The promotion of cultural heritage sites, such as Beijing's Central Axis, has evolved significantly with the rise of digital marketing. Traditional methods, like state-sponsored television, have given way to digital platforms, which offer powerful tools to engage modern audiences while preserving historical authenticity. This paper examines key digital marketing strategies used in promoting Beijing's Central Axis, focusing on social media, virtual and augmented reality (VR/AR), and influencer collaborations. These digital tools create opportunities for broader outreach, allowing for interactive and immersive experiences that resonate with younger, tech-savvy audiences. Despite the advantages, challenges persist, such as the risk of brand dilution, the need for continuous technological adaptation, and maintaining cultural integrity. Social media platforms like WeChat, Weibo, and Douyin have been vital in sharing visual content and fostering community engagement through user-generated content. VR and AR technologies offer enhanced accessibility, while influencer marketing increases visibility among modern consumers. The paper concludes by recommending strategies to optimize digital marketing for Beijing's Central Axis, including a focus on authentic storytelling, immersive technologies, and strategic influencer partnerships. These approaches are crucial for ensuring the sites relevance and sustainability in an increasingly digital world.
Analyzing the Digital Marketing Strategies for Promoting
Beijing's Central Axis Culture
Yichen Sun1,a,*
1Beijing Academy, DongBa Street, Beijing, China
a. 200236@yzpc.edu.cn
*corresponding author
Abstract: The promotion of cultural heritage sites, such as Beijing's Central Axis, has evolved
significantly with the rise of digital marketing. Traditional methods, like state-sponsored
television, have given way to digital platforms, which offer powerful tools to engage modern
audiences while preserving historical authenticity. This paper examines key digital marketing
strategies used in promoting Beijing's Central Axis, focusing on social media, virtual and
augmented reality (VR/AR), and influencer collaborations. These digital tools create
opportunities for broader outreach, allowing for interactive and immersive experiences that
resonate with younger, tech-savvy audiences. Despite the advantages, challenges persist, such
as the risk of brand dilution, the need for continuous technological adaptation, and
maintaining cultural integrity. Social media platforms like WeChat, Weibo, and Douyin have
been vital in sharing visual content and fostering community engagement through user-
generated content. VR and AR technologies offer enhanced accessibility, while influencer
marketing increases visibility among modern consumers. The paper concludes by
recommending strategies to optimize digital marketing for Beijing's Central Axis, including
a focus on authentic storytelling, immersive technologies, and strategic influencer
partnerships. These approaches are crucial for ensuring the site’s relevance and sustainability
in an increasingly digital world.
Keywords: Digital Marketing, Promotion, Beijing’s Central Axis Culture.
1. Introduction
The promotion of cultural heritage in the digital age has evolved significantly, with traditional
approaches being increasingly supplementedand in some cases, replacedby digital marketing
strategies. Cultural heritage sites, such as Beijing's Central Axis, are deeply rooted in historical
significance and are integral to national identity and collective memory. However, these sites face the
challenge of remaining relevant and accessible in an increasingly digital and fast-paced world. Digital
marketing offers an unparalleled opportunity to engage a global audience, enhance accessibility, and
provide interactive and immersive experiences that go beyond the physical confines of the heritage
site [1].
This shift from traditional methods, such as state-sponsored television programs like CCTV's
"Lecture Room," which were initially successful but later lost audience engagement due to their
highly academic tone, underscores the need for a more interactive, relatable, and personalized
approach [2]. Digital platforms, including social media, virtual reality (VR), augmented reality (AR),
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© 2024 The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0
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and influencer marketing, now serve as critical tools for promoting cultural heritage in ways that
resonate with both local and global audiences. However, this transition is not without its challenges.
Cultural heritage sites must balance the depth and authenticity of historical narratives with the
demands of modern digital consumption, all while ensuring their cultural and educational value
remains intact.
This paper explores the current digital marketing strategies employed in promoting Beijing's
Central Axis, examines the challenges and opportunities presented by this new landscape, and offers
strategic recommendations to optimize digital marketing efforts for such significant cultural
landmarks. Through a combination of storytelling, immersive technologies, and strategic influencer
partnerships, the heritage sector can enhance engagement and ensure long-term sustainability in a
rapidly changing digital environment.
2. Theoretical Framework of Digital Marketing in Cultural Heritage Promotion
Cultural heritage promotion is at a critical juncture in the digital age, where technology has reshaped
how institutions and organizations share, preserve, and celebrate cultural history [3]. Digital
marketing plays a pivotal role in this shift, providing cultural institutions with innovative tools to
engage broader audiences and facilitate interaction with heritage content in new and interactive ways.
This literature review explores the theoretical framework surrounding digital marketing strategies for
cultural heritage promotion. It covers key areas such as audience engagement, storytelling through
content marketing and the role of social mediaBy examining these areas, the review aims to present
a comprehensive understanding of how digital marketing can serve as a transformative force in
promoting and preserving cultural heritage.
2.1. Digital Marketing and Cultural Heritage
Digital marketing is broadly defined as the use of digital technologies and channels to promote
products, services, or ideas to a target audience [2]. In the context of cultural heritage, digital
marketing serves as a critical tool for promoting historical sites, traditions, and artifacts, ensuring that
they reach a global audience [4]. Digital marketing helps institutions overcome geographical barriers,
allowing them to extend their reach beyond local communities to engage international audiences with
diverse cultural interests . The integration of digital marketing into cultural heritage strategies is not
merely about visibility but also involves creating meaningful interactions between heritage
organizations and their audiences. The emphasis on interactivity, personalization, and real-time
engagement enables institutions to cultivate lasting connections with audiences, thereby reinforcing
the relevance of cultural heritage in contemporary society [5].
2.2. Audience Engagement and Participation
A key component of digital marketing for cultural heritage is audience engagement. Cultural
institutions aim to transform passive audiences into active participants through the use of interactive
digital platforms. Social media and digital content marketing provide cultural organizations with the
tools to reach audiences globally while fostering deeper engagement through interactive content such
as quizzes, discussions, and virtual tours [6]. Participation is essential in making heritage content
more relevant and accessible to younger, digitally savvy audiences. Researchers emphasize that social
media has transformed traditional one-way communication into two-way interactions, where
audiences can contribute to the cultural narrative [7]. Platforms like Instagram, Twitter, and Facebook
enable users to share their experiences, ask questions, and engage in discussions with heritage
organizations, creating a dynamic cultural ecosystem. User-generated content (UGC) plays a vital
role in this context, as audiences are encouraged to share their own experiences with cultural heritage.
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UGC is a powerful tool for increasing the visibility and impact of cultural heritage campaigns, as
content created by audiences is often perceived as more authentic and trustworthy. This type of
engagement also helps build communities around cultural institutions, making the promotion of
heritage a collaborative process.
2.3. Content Marketing and Storytelling
Content marketing is a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience. For cultural heritage
promotion, content marketing is centered around storytelling, which connects audiences with heritage
content through narratives that highlight cultural significance, history, and authenticity. Storytelling
in cultural heritage is not just about disseminating information but also about creating emotional
connections. As Hollebeek and Macky (2019) note, effective content marketing in heritage promotion
focuses on evoking emotions and building trust by presenting stories that resonate with the audience.
By using a combination of text, video, images, and infographics, cultural institutions can make
heritage content more engaging and relatable, allowing audiences to connect personally with the
material.
One of the most significant advantages of content marketing is its ability to enhance the online
presence of cultural institutions through search engine optimization (SEO). High-quality content that
is regularly updated can improve the visibility of cultural heritage sites on search engines, making it
easier for potential visitors and enthusiasts to discover them . By integrating storytelling with SEO
practices, cultural institutions can ensure that their content reaches wider audiences while maintaining
its relevance in search results.
2.4. Social Media as a Cultural Heritage Marketing Tool
Social media is one of the most effective channels for promoting cultural heritage in the digital age.
Social media platforms provide cultural institutions with an opportunity to directly engage with their
audience, share real-time updates, and foster communities of interest. Researchers defined social
media marketing as the use of social media platforms to create and share content, interact with
followers, and build brand loyalty [5]. For cultural heritage promotion, social media has proven to be
a cost-effective and impactful marketing tool. Cultural institutions such as museums, galleries, and
heritage sites use platforms like Instagram, Facebook, and Twitter to reach both local and
international audiences. Through visually appealing posts, live updates, and stories, institutions can
bring cultural heritage to life, transforming static artifacts or exhibits into dynamic, shareable content
[4]. Influencer marketing is another key strategy that has gained traction in cultural heritage
promotion. By collaborating with influencers who have strong followings in niche areas, cultural
institutions can expand their reach and attract younger audiences. Researchers highlight the power of
influencer marketing in building trust and credibility among consumers, especially when influencers
create authentic, culturally relevant content [4].
3. Beijing’ Central Axis and the Digital Marketing Strategies
3.1. Overview of Beijing's Central Axis
Beijing’s Central Axis, a World Cultural Heritage site, is home to fifteen landmark buildings that
represent the city’s architectural and cultural grandeur. From south to north, key structures along the
axis embody China's history and philosophical ideals. The southernmost point, Yongdingmen, was
established during the Ming Dynasty. Although demolished in the mid-20th century, it was
reconstructed in 2004 to mirror its historical design. Another significant site, the Temple of Heaven,
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also built during the Ming Dynasty, symbolizes Chinese cosmology with its "heaven round, earth
square" architectural layout, reflecting deep cultural and ideological concepts. Further north, the
Imperial Palace (Forbidden City), a royal residence from the Ming and Qing Dynasties, sits at the
center of the axis, epitomizing China's pursuit of order, grandeur, and ceremonial precision. The
central axis itself showcases Beijing’s historical city planning and fills a notable gap in East Asia's
urban form on the World Heritage List.
Efforts to promote cultural heritage, including the Central Axis, have historically relied on
traditional media. A notable example is CCTV’s “Lecture Room,” a popular educational program
launched in 2001. Focused on Chinese history and culture, it garnered significant attention in its early
years, peaking with stable audience ratings between 0.15% and 0.69%. However, by 2014, its ratings
plummeted due to its academic and elitist format, which alienated broader audiences in the digital
age.
Today, promoting Beijing’s Central Axis faces challenges rooted in both dissemination and
technology. The historic nature of the Central Axis, while culturally rich, lacks contemporary appeal
and struggles to integrate with modern digital trends. Furthermore, the digitization of cultural heritage
is hindered by a shortage of third-party service providers capable of offering comprehensive solutions,
such as digital design, collection, operation, and supervision. To enhance the Central Axis’s visibility
and relevance, it is crucial to bridge the gap between its historical essence and modern digital
marketing techniques.
3.2. Social Media Engagement
Social media platforms such as WeChat, Weibo, and Douyin (TikTok) are now central to the digital
marketing strategies employed to promote Beijing’s Central Axis. These platforms are particularly
effective in reaching a wide demographic, from local Chinese residents to international tourists. They
offer an interactive and dynamic way to share information about the historical significance,
architectural grandeur, and cultural relevance of the Central Axis. The Beijing Municipal Government
and affiliated cultural institutions have strategically used these platforms to publish visual content,
including images, videos, and short documentaries about key landmarks along the Central Axis, such
as the Temple of Heaven, the Forbidden City, and Yongdingmen.
In these campaigns, UGC plays a significant role. Visitors to the Central Axis are encouraged to
share their own experiences through social media platforms by posting photos, writing reviews, and
using designated hashtags such as #BeijingCentralAxis and #ExploreBeijing. UGC is highly valuable
in the realm of digital marketing because it adds a layer of authenticity to the promotional efforts.
Content created by everyday visitors often carries more weight and credibility than official brand
messages, fostering a sense of community and participation [8]. In addition, UGC encourages other
users to share their own content, effectively amplifying the visibility of the heritage site through peer-
to-peer influence [9].
The inclusion of hashtags and campaigns centered around UGC aligns with broader digital
marketing trends that emphasize the importance of social proof. Social media users tend to trust
content shared by their peers more than traditional advertising, making platforms like WeChat, Weibo,
and Douyin ideal tools for promoting cultural heritage in a way that feels organic and authentic.
3.3. Virtual Tours and Digital Experiences
The advent of immersive digital technologies like VR and AR has opened new frontiers for promoting
Beijing’s Central Axis, especially in light of the global COVID-19 pandemic, which significantly
restricted physical tourism. VR-enabled virtual tours allow users to experience the cultural and
architectural richness of the Central Axis from the comfort of their homes. These virtual tours provide
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an interactive experience where users can navigate through landmarks, explore different viewpoints,
and learn about historical details, all in a 3D, immersive format [9]. This not only broadens the
accessibility of the site but also allows users who may not have the opportunity to visit in person to
still engage deeply with its cultural significance.
Similarly, AR applications are being integrated into the physical experience of visiting Beijing’s
Central Axis. For example, tourists can use their smartphones to scan specific sites, which triggers an
AR overlay providing historical context, architectural details, and other relevant information about
the landmark they are viewing. This digital interactivity enhances the overall visitor experience by
making it both educational and entertaining, thereby increasing engagement with younger generations
and tech-savvy audiences [7]. AR also has the added benefit of blending the physical and digital
realms, allowing visitors to learn about the historical context while interacting with the site in real
time.
These digital tools are aligned with contemporary marketing trends that prioritize creating
immersive and experiential content to drive engagement. By offering both virtual and augmented
experiences, Beijing’s Central Axis can expand its promotional reach to a global audience and offer
flexible alternatives to traditional, on-site tourism.
3.4. Collaboration with Influencers and Content Creators
Influencer marketing has emerged as a powerful tool in the promotion of Beijing’s Central Axis.
Collaborating with influencers who have a substantial following on platforms like Douyin, WeChat,
and Instagram allows heritage sites to reach a broader, more diverse audience, particularly younger
demographics. These influencers often share content related to their visits to the Central Axis through
blogs, vlogs, and social media posts, blending the historical and cultural significance of the site with
contemporary cultural elements. By doing so, they make the site more relatable to modern audiences
and create an emotional connection between the heritage site and the public [4].
For example, influencers who specialize in travel, culture, or history may create detailed videos or
photo blogs showcasing the beauty and significance of landmarks like the Temple of Heaven or the
Forbidden City. These influencers act as intermediaries between the heritage site and their followers,
using their credibility to generate interest and engagement in a way that traditional marketing methods
may not. Their visually appealing content and personal experiences offer a fresh perspective on
cultural heritage, making it accessible and engaging for non-academic audiences.
Furthermore, influencer collaborations help amplify the visibility of Beijing’s Central Axis on
social media, generating buzz and encouraging more users to visit, either virtually or in person. By
framing their experiences in an attractive, personal, and relatable manner, influencers can effectively
translate the historical significance of the site into content that appeals to the sensibilities of today’s
digital audience [5].
4. Challenges and Opportunities in Digital Marketing for Beijing's Central Axis
Beijing’s Central Axis, a historical and cultural landmark with immense significance, faces both
opportunities and challenges as it adapts to the digital age. With the increasing role of digital
marketing in cultural heritage promotion, leveraging technology is essential to reach broader
audiences, especially younger and more digitally savvy consumers. However, while there are clear
benefits to digitizing heritage promotion, this transition also presents several challenges related to
preserving authenticity, engaging audiences, and effectively utilizing digital tools.
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4.1. Challenges in Promoting Cultural Heritage Digitally
One of the primary challenges faced in promoting Beijing’s Central Axis through digital marketing
lies in balancing the integrity of its historical and cultural value with the trends of contemporary
digital platforms. Digital marketing, particularly on platforms such as WeChat, Weibo, and Douyin
(TikTok), tends to favor short-form, visually striking content that resonates quickly with audiences.
However, the deep historical significance and intricate narratives behind the Central Axis cannot
always be effectively conveyed through bite-sized digital content [2]. There is a risk that
oversimplifying the historical narratives to cater to fast-paced digital consumption could lead to a
dilution of the cultural essence. Furthermore, in the race to keep up with trends, such as influencer-
driven content and user-generated campaigns, cultural heritage sites like the Central Axis risk losing
the gravitas that comes with centuries of history. For instance, a heritage site like the Temple of
Heaven may appear alongside viral challenges or commercial advertisements, which can detract from
its cultural sanctity and lead to a commodification of the site’s historical value [7]. Maintaining the
authenticity of the site’s cultural significance while creating engaging and shareable digital content
remains a significant hurdle.
Engaging younger audiences in cultural heritage promotion is another critical challenge for
Beijing’s Central Axis. Many young people today consume content in ways that are vastly different
from older generations. They prefer interactive, personalized, and immersive experiences, which
traditional promotional methods do not easily offer [5]. Additionally, younger audiences are often
drawn to experiences that provide entertainment, rather than educational content, which poses a
dilemma for cultural heritage sites that aim to preserve educational value in their marketing efforts.
Beijing’s Central Axis faces competition from modern entertainment options, including video games,
live-streaming platforms, and social media influencers who capture the attention of younger
audiences through more dynamic content. Simply presenting historical facts or architectural details
in a static format is no longer sufficient to engage this demographic, and heritage sites must find ways
to compete in this evolving media landscape.
Although digital tools like AR, VR, and AI present new opportunities for immersive and
interactive cultural experiences, Beijing’s Central Axis faces the challenge of limited access to
advanced digital infrastructure and third-party service providers [9]. Developing these tools requires
significant investment in technology, design, and content creation, all of which demand a high level
of expertise. Many cultural institutions lack the technical resources to fully integrate these tools into
their promotional strategies, especially when compared to more commercially driven sectors that have
greater access to cutting-edge technologies. Moreover, many digital initiatives require the
development of specialized content that is tailored to both local and international audiences. The
Central Axis, with its vast historical background, needs sophisticated digital content that can explain
its significance in multiple languages and across cultural contexts. This necessitates collaboration
with global digital marketing firms and technological providers, which can pose financial and
logistical constraints for state-run cultural organizations.
4.2. Opportunities for Growth and Innovation
Enhancing Engagement Despite the challenges, digital marketing presents significant opportunities
for Beijing’s Central Axis, particularly in the realm of immersive technologies like AR and VR. These
technologies enable users to explore historical sites from anywhere in the world, allowing them to
experience the Central Axis’s historical depth in new and engaging ways. For example, VR tours can
offer virtual walks along the Central Axis, highlighting architectural features and historical context
through interactive experiences [9]. Similarly, AR apps can enhance the on-site visitor experience by
providing historical facts and narratives through smartphone overlays. Immersive technologies are
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also powerful tools for bridging the gap between younger, tech-savvy audiences and traditional
cultural heritage. By offering an interactive and personalized experience, the Central Axis can appeal
to a broader range of visitors, both online and offline. This technology allows users to engage with
the site in a way that is dynamic and memorable, creating deeper emotional connections to the
heritage.
Social media platforms offer unprecedented opportunities to promote Beijing’s Central Axis to a
global audience. By leveraging platforms like Weibo, Douyin, Instagram, and Facebook, the Central
Axis can create visual narratives that resonate with users around the world. Content such as high-
quality photos, video documentaries, and influencer collaborations can attract attention from
international tourists and history enthusiasts alike. Furthermore, UGC campaigns allow visitors to
become part of the narrative. Encouraging users to share their experiences, photos, and videos from
their visits to the Central Axis amplifies the heritage site’s visibility and adds authenticity to its
promotion efforts. UGC is a key trend in digital marketing as it builds trust and relatability, making
the promotion of the Central Axis more engaging and participatory [10]. Through hashtags,
challenges, and interactive content, the Central Axis can build an online community of engaged
visitors, further promoting its cultural significance.
Collaborating with influencers is another effective strategy for promoting Beijing’s Central Axis.
By partnering with travel bloggers, history enthusiasts, and cultural influencers, the Central Axis can
reach new demographics who may not traditionally be interested in cultural heritage sites. These
influencers can share personalized stories, highlighting their visits to the Central Axis and offering
unique perspectives that resonate with their followers. Influencer marketing has become one of the
most powerful tools in the digital marketing landscape, particularly for reaching younger audiences
[11]. Influencers can present the Central Axis in visually compelling ways, integrating it with current
cultural trends, and making it more relatable and appealing to a wider audience. This approach not
only enhances visibility but also creates a stronger emotional connection between the heritage site
and the public.
5. Strategic Recommendations for Enhancing Digital Marketing Efforts
The digital promotion of Beijing's Central Axis presents both significant challenges and opportunities.
To effectively navigate this dynamic landscape, cultural institutions responsible for promoting the
Central Axis must adopt innovative strategies. Based on the challenges and opportunities previously
identified, the following three recommendations are proposed to optimize the digital marketing efforts
for Beijing's Central Axis:
5.1. Leverage Storytelling for Authentic Engagement
One of the key challenges in digital marketing for cultural heritage sites is balancing the depth and
authenticity of historical narratives with the fast-paced nature of digital content consumption. To
address this, Beijing's Central Axis should adopt a storytelling approach that integrates historical
accuracy with contemporary relevance. Storytelling can offer a way to engage audiences by
humanizing the heritage site and making its cultural significance more relatable. By creating content
that focuses on personal stories, historical events, and the symbolic importance of landmarks such as
the Temple of Heaven and the Imperial Palace, digital marketing campaigns can foster emotional
connections between the audience and the site [12]. This can be achieved through various formats,
such as short videos, podcasts, and interactive content, which highlight the cultural heritage’s role in
both past and modern society. The use of multimedia can effectively blend historical facts with
captivating narratives that attract younger audiences without sacrificing the authenticity of the
heritage. Incorporating UGC into storytelling campaigns can also strengthen community engagement,
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making visitors part of the ongoing cultural narrative [13]. By fostering a sense of ownership and
participation, storytelling can bridge the gap between historical integrity and digital trends.
5.2. Invest in Immersive Technologies for Enhanced Experiences
With the growing demand for interactive and immersive experiences, particularly among younger
and more tech-savvy audiences, Beijing's Central Axis should invest in AR and VR technologies.
These immersive tools not only create engaging and interactive visitor experiences but also offer a
solution to the challenge of making cultural heritage sites accessible to global audiences [9]. AR and
VR applications can allow visitors to explore historical sites remotely or enhance on-site visits by
providing real-time, immersive historical context. For example, a VR tour of Beijing’s Central Axis
can allow users to virtually walk through the Imperial Palace or the Temple of Heaven, with detailed
visual reconstructions of historical events and architectural developments. AR apps can offer
additional information to on-site visitors, such as displaying the original appearance of the sites or
providing context on the historical significance of different areas in the Central Axis. By offering
interactive, educational experiences that resonate with modern digital consumers, AR and VR
technologies can significantly enhance engagement while preserving the authenticity and depth of
historical content.
5.3. Foster Strategic Partnerships with Influencers and Digital Creators
Influencer marketing presents a powerful opportunity for promoting Beijing’s Central Axis to broader
and younger demographics. By partnering with influencers, particularly those focused on travel,
history, and culture, the Central Axis can tap into the influencers’ established follower bases to create
greater awareness and drive engagement. Collaborating with digital creators on platforms like Douyin
(TikTok), Weibo, and Instagram allows the cultural narrative of the Central Axis to be communicated
in a visually appealing and relatable manner [14]. Influencers can present the Central Axis through
their own personalized lens, blending cultural heritage with current digital trends to engage new
audiences. For example, influencers can highlight both the historical and aesthetic aspects of a visit
to the Central Axis, creating visually engaging content that encourages followers to explore the site
themselves. Moreover, influencers can amplify UGC campaigns, inviting their followers to share
their own experiences and stories related to the Central Axis. This not only enhances visibility but
also helps to build a community of engaged visitors who contribute to the narrative of the heritage
site.
6. Conclusion
The digital promotion of Beijing's Central Axis represents a critical intersection between preserving
cultural heritage and embracing modern digital marketing practices. As seen in the evolving strategies
employed, there is an opportunity to engage younger, more tech-savvy audiences while maintaining
the historical and cultural integrity of the site. However, the transition to a digital marketing model
comes with significant challenges, including the potential for brand dilution, the need to keep up with
technological advancements, and the risk of alienating traditional audiences who may not be as
comfortable with digital platforms.
One of the central themes emerging from this analysis is the importance of authenticity in digital
marketing for cultural heritage. Beijing's Central Axis is more than a collection of historical sites; it
embodies a deep cultural and historical significance that must be preserved in any marketing
campaign. The use of storytelling in digital marketing, whether through user-generated content or
influencer collaborations, can help maintain this authenticity while making the content more engaging
for a modern audience. Platforms like WeChat, Weibo, and Douyin have proven effective for this
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purpose, offering a means to both share the cultural narrative and encourage active participation from
the audience.
The integration of AR and VR technologies represents another significant opportunity, as these
tools provide immersive and interactive experiences that allow users to explore the Central Axis in
new and innovative ways. By investing in these technologies, Beijing's Central Axis can broaden its
reach, making the site accessible to a global audience and offering new educational opportunities that
go beyond the physical limitations of the site. These immersive experiences also serve as a response
to the increasing demand for experiential marketing, which is rapidly gaining traction in the digital
age.
Finally, influencer marketing has emerged as a powerful tool for promoting cultural heritage. By
collaborating with influencers who resonate with target demographics, Beijing's Central Axis can
increase its visibility and credibility. Influencers can bridge the gap between the historical
significance of the site and the interests of modern consumers, providing a personal and relatable
perspective that encourages broader engagement. However, it is crucial that these partnerships are
carefully curated to ensure that the influencers align with the core values and cultural importance of
the Central Axis.
In conclusion, the digital promotion of Beijing's Central Axis requires a multifaceted approach
that balances modern marketing practices with the preservation of cultural authenticity. By leveraging
storytelling, immersive technologies, and influencer marketing, the Central Axis can enhance its
digital presence and engage a broader audience without compromising its historical significance.
These strategies not only ensure the site's sustainability in the digital age but also provide a template
for other cultural heritage sites seeking to navigate the complexities of digital marketing.
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This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to traditional or conventional methods. In this study, we acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, optical disks and games and are becoming more and more common in our advancing technology. It is demonstrated that we all are connected through whatsapp and facebook and the increasing use of social media is creating new opportunities for digital marketers to attract the customers through digital platform. Awareness of consumer's motives is important because it provides a deeper understanding of what influences users to create content about a brand or store. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company's target market utilizes is another key factor in guaranteeing that online marketing will be successful. The effectiveness of Internet marketing with respect to different business can be analyzed. The study can further be extended to compare the internet marketing techniques with specific to various businesses.
Conference Paper
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Recent years have seen a rapid proliferation of mass-market consumer software that takes inspiration from video games. Usually summarized as "gamification", this trend connects to a sizeable body of existing concepts and research in human-computer interaction and game studies, such as serious games, pervasive games, alternate reality games, or playful design. However, it is not clear how "gamification" relates to these, whether it denotes a novel phenomenon, and how to define it. Thus, in this paper we investigate "gamification" and the historical origins of the term in relation to precursors and similar concepts. It is suggested that "gamified" applications provide insight into novel, gameful phenomena complementary to playful phenomena. Based on our research, we propose a definition of "gamification" as the use of game design elements in non-game contexts.
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Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives. The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia. https://in.sagepub.com/en-in/sas/social-media-marketing/book274645
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Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.
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More and more large and small brands are engaging in a marketing activity called content marketing: the idea that storytelling is key to attract and retain customers. Content marketing expert Joe Pulizzi details the history of content marketing, the opportunities, and six differences that separate good to great content marketers for publishers.
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