Evaluation of Event Marketing in IT Companies

Chernovа, D. V.; Sharafutdinova, N. S.; Novikova, E. N.; Насретдинов, И. Т.; Xametova, N.G.; Valeeva, Julya

doi:10.1007/978-3-030-27015-5_59

Cited by 3 publications

(2 citation statements)

References 5 publications

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“…A well-organized event allows you to increase the circle of consumers and sales of goods and services. Organization of events is a long-term and complex process, the success of which is affected by a large number of different factors that must be taken into account [6].…”

Section: Discussionmentioning

confidence: 99%

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Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

Sharafutdinova¹,

Xametova²,

Novikova³

et al. 2020

Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

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The article discusses the main trends in the development of event marketing in Russia. Based on a comprehensive analysis of event marketing effectiveness assessment approaches, the authors proposed a methodology for event marketing performance assessment that takes into account several indicators: the degree of satisfaction of participants, the level of interactions with potential customers, the number of test trips conducted, the event marketing multiplier, return on investment, psychological type of consumer, efficiency criteria of product promotion. The author's approach consists in comprehensively studying the effectiveness of event marketing. The effectiveness of event marketing evaluates the change in consumer attitudes to the brand and products; the established emotional relationship forms a stable perception of the brand values, which is expressed in a positive perception of the company, in its recognition, in relation to it [1]. Testing the proposed methodology has proven the practical application of the proposed approach for evaluating the effectiveness of event marketing [2]. The performance indicators proposed by the author made it possible to evaluate event marketing, while the key aspect-the emotional connection with the consumer remains crucial [3]. A survey of participants in the event led to the conclusion that the event le`ft positive impressions and emotions in the minds of the participants, and economic calculations confirmed its economic efficiency.

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Section: Discussionmentioning

confidence: 99%

“…Recently, corporate events have been held mainly by large international companies. In the future, domestic companies will actively use the opportunities of the event market [6]. The event marketing market is also influenced by the development of Internet technologies and social media [7].…”

Section: Introductionmentioning

confidence: 99%

Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

Sharafutdinova¹,

Xametova²,

Novikova³

et al. 2020

Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

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Ways of Improving Marketing Communications

Andryakov

Egamberdievich

Sattorivich

et al. 2019

2019 International Conference on Information Science and Communications Technologies (ICISCT)

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Technology Use and Innovation Strategies in Event Tourism

Türkmendağ

2022

ICT as Innovator Between Tourism and Culture

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Event tourism has undergone a serious change in the world with developing technology and innovations. In this respect, this chapter examines the direct, marketing, and management effects of technology on event tourism with a literature review. Studies in this field in the literature show that technologies such as artificial intelligence, big data, robots, decision support systems, internet of things, 5G cause behavioral changes in tourists; thus, event organizers use these technologies effectively to keep up with this change. In this context, academic studies in the field, new technologies, and methods used, innovation strategies are explained in detail in the book section, and a framework has been developed and presented to examine smart event tourism in detail. The results of the research are thought to contribute to the literature and offer managerial solutions.

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Evaluation of Event Marketing in IT Companies

Cited by 3 publications

References 5 publications

Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

Ways of Improving Marketing Communications

Technology Use and Innovation Strategies in Event Tourism

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