Kemerovo, Russian Federation
Kemerovo, Russian Federation
The article describes the current trends in event marketing and introduces a new methodology that makes it possible to evaluate its efficiency in the context of digital transformation. Hybrid events are a focal point in the event industry as they combine the advantages of online and offline formats. However, successful hybrid events require not only a perfect understanding of the specifics of both formats but also new tools to assess their impact on the audience. Such traditional metrics as ROI or reach fail to capture the complexity of the ongoing changes in this sphere. The new systematic approach incorporates both qualitative and quantitative indicators, with an emphasis on the emotional impact and the long-term influence of events. The existing methods are critically evaluated for limitations, and prospects for comprehensive assessment models. The key trends involve sustainability, omnichannel strategies, analytics-driven personalization, etc. The new methodology can be of interest to both marketing theorists and event organizers. As it integrates various approaches, it provides a deeper audience engagement but requires adaptation to the specifics of different industries.
event marketing, hybrid events, digital transformation, marketing effectiveness, event analytics
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