Strategic Planning, Roles and New Challenges Of Event Marketing Under Business Transformation In the Digital Era

Abstract

The objectives of this research were to study strategic planning, the role of event marketing in the digital age, and study new challenges of event marketing under business transformation in the digital age. It was qualitative research using documentary research, in-depth interviews, and focus group discussions. The key informants were 44 public relations professionals in government and private sector organizations with experience in event marketing. It can be concluded that event marketing strategic planning has 8 steps as follows: determining objectives, targeting, timing, budget, design, media and activities, communicating issues, sequencing and evaluating the role of event marketing in the digital age. The findings revealed that event marketing has a vital role to play in the business of organizations such as organizing contests, organizing celebrations, providing patronage or support, organizing business opening days, displaying work and exhibitions, and trade shows. New challenges of event marketing under business transformation in the digital age revealed that organizations should integrate various event marketing and learn how to manage online event marketing, especially, enhancing knowledge about innovations in activity marketing.