Enhancing visitor awareness and experience to the South African Armour Museum through eMarketing and new media

The paper examines how the South African (SA) Armour Museum can make use of eMarketing to reach the next generation (Y and Z) of vistors, who are predominantly computer literate and tend to be impatient and seek instant gratification. Furthermore the paper explores how new media technologies can be utilised to satisfy the needs of Y and Z generation visitors primarily based on New Media Consortium (NMC) Horizon Report: 2013 Museum Edition. Recommendations are made on how the SA Armour Museum can implement new media to enhance the visitor experience. There are several media platforms available to enhance awareness and experiences of the visitors to the SA Armour Museum. The report examined six emerging technologies which are considered to have potential impact within the next five years (2013 to 2018) on the global museum environment. A multidisciplinary approach was used which combined literature from visual arts and tourism in conjunction with a site visit observation to achieve the aim of this article. The result indicated that the use of new media technologies at the SA Armour Museum could allow visitors to opportunity to engage and learn more about its artefacts history. The use of eMarketing can also be used to introduce, market, educate and communicate the SA Armour Museums services and artefacts to a broader target market.