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A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS OF MASTERS IN BUSINESS ADMINISTRATION
“EVENT MARKETING (ROLE OF DIGITAL MARKETING IN
PROMOTING EVENTS)”
SUBMITTED BY:
ARUN GUPTA
MBA (2016-18)
AGBS
ENROLMENT NO- A30101916065
INDUSTRYGUIDE: FACULTY GUIDE:
MR. ADITYA CHAUHAN MR. ARNAB
(PROJECTMANAGER) CHAKRABORTY
AMITY GLOBAL BUSINESS SCHOOL, NOIDA
AMITY UNIVERSITY – UTTAR PRADESH
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CERTIFICATE OF ORIGIN
This is to certify that Mr. Arun Gupta, a student of Post Graduate Degree in Management, Amity
Global Business School, Noida has worked in Cyber Security Infotech Pvt. Ltd., under the able
guidance and supervision of Mr. Aditya Chauhan, Project Manager, Cyber Security Infotech Pvt.
Ltd.
The period for which he was on training was for eight weeks, starting from 16th May to 15th July,
2017. This Summer Internship report has the requisite standard for the partial fulfillment the Post
Graduate Degree in International Business. To the best of our knowledge no part of this report has
been reproduced from any other report and the contents are based on original research.
Signature Signature
(Mr. Arnab Chakraborty) (Arun Gupta)
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AKNOWLEGDEMENT
It is not a single man’s effort which is sufficient for the accomplishment of a Research. Various
factors, situations and persons integrate to provide the background for accomplishment of a task
which requires the effort of so many people and this work is certainly no exception.
I acknowledge here the names of those people who have been instrumental in preparation of this
Research. Without their active guidance, help, cooperation & encouragement, I would not have
been made headway through the conduction of a survey in my project.
I am extremely thankful and pay my gratitude to my faculty guide Mr. Arnab Chakraborty for his
valuable guidance, suggestion, constant support and inspiration to undertake this study and
complete this research.
I am also highly indebted to all of my friends and everyone who directly or indirectly helped me
to complete this project report.
Arun Gupta
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PREFACE
It’s a great opportunity for me to complete my Master’s Degree from Amity Global Business
School, Noida. In the accomplishment of this degree I am submitting a report on “ROLE OF
DIGITAL MARKETING IN PROMOTING EVENTS”. Subject to the limitation of time, efforts
and resources every possible attempt has been made to study the matter deeply. The whole project
is measured through the questionnaire, the data further analyzed and interpreted and the result was
obtained.
The purpose of this report is to give a brief idea about what has been done in the summer
training. This report comprises of various things and knowledge I have got during my summer
internship at Cyber Security Infotech Pvt. Ltd. The objectives of preparing this report are as
follows:
1. To identify the changing role of marketing from traditional marketing to the digital
marketing
2. To identify the best marketing strategy for events
3. To identify the drawbacks of internet marketing compared to traditional marketing
4. To identify consumer’s interest in events
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DECLARATION
I, Arun Gupta, hereby declare that the Project Report titled “ROLE OF DIGITAL MARKETING
IN PROMOTING EVENTS” submitted to the Amity University, AMITY GLOBAL BUSINESS
SCHOOL, NOIDA is a record of the original work done by me and no part of it has been
submitted earlier for award of any degree, Post-Graduation or similar title of any other
University or Institution.
Date: ARUN GUPTA
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TABLE OF CONTENT
S.NO TITLE PAGES
1. EXECUTIVE SUMMARY 8
2. INTRODUCTION 9
2.1 CONCEPTUAL FRAMEWORK 10-12
2.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 13
2.3 RELATIONSHIP BETWEEN EVENT AND 5 P’s 14-15
2.4 EVOLUTION OF EVENT MARKETING 15
2.5 WHY EVENTS? 16-17
2.6 TYPES OF EVENTS 18-19
2.7 PLANNING EVENTS 19-22
2.8 SPONSORSHIPS 22-23
2.9 INTRODUCTION TO DIGITAL MARKETING 24
2.10 DIGITAL MARKETING VS TRADITIONAL MARKETING 25-26
3. INDUSTRY OVERVIEW
3.1 COMPANY PROFILE 27-28
3.2 SWOT ANALYSIS 29-31
3.3 GROWTH (PAST AND PROJECTION FOR FUTURE) 32-35
3.4 ISSUES AND CHALLENGES FACED BY THE COMPANY 36
4. DIGITAL MARKETING PROMOTIONAL STRATEGIES
4.1 DIGITAL MARKETING STRATEGIES 36-38
4.2 ROLE OF SOCIAL MEDIA IN PROMOTING EVENTS 39
4.3 ADVANTAGES OF DIGITAL MARKETING 40
5. RESEARCH METHODOLOGY
5.1 OBJECTIVE OF THE STUDY 41
5.2 METHODOLOGIES ADOPTED 41-42
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6. ANALYSIS AND RESEARCH FINDINGS
6.1 PRIMARY AND SECONDARY DATA ANALYSIS 42
6.2 INTERPRETATIONS THROUGH GRAPHS 43-50
6.3 DETAILED DISCUSSION ON FINDINGS 51-53
7. RECOMMENDATIONS 54
8. CONCLUSION 55
9. BIBLIOGRAPHY 56
10. ANNEXTURE
10.1 QUESTIONNAIRE 56-57
10.2 SPONSORSHIP CHECKLIST 58
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EXECUTIVE SUMMARY
The main objective of this “Role of Digital Marketing in Promoting Events” project is to collect
all the necessary information related to event marketing, to outline the difference between
traditional marketing and digital marketing, to understand what role can digital marketing play to
promote events, to understand the consumer’s preference regarding events, to identify the
drawbacks of internet marketing compared to digital marketing, to identify effective digital
marketing strategies.
The purpose of this study is also to have a detailed analysis about event management done by
Cyber Security Infotech Pvt. Ltd. and also to understand the factors that lead towards successful
events. Digital marketing has played major role in conducting many successful events. Digital
Marketing strategies such as Blog posts, Social Media Marketing, Landing pages, Email-
Marketing, etc. has been a key factor towards a successful event.
A survey was conducted with a sample of questions related to event planning and marketing which
clearly stated that traditional marketing strategies for promoting events has become outdated. The
new digital marketing strategies has replaced the traditional marketing strategies to promoting
events. The survey has also disclosed individual perceptions regarding events and also stated their
preference towards the types of events.
Keywords: Digital Marketing, Traditional Marketing, Blog posts, Social Media Marketing, Email
Marketing, Landing Pages.
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INTRODUCTION
Event marketing is growing at a rate far more times that of traditional advertising. Corporate
sponsorships in India in 2001 were estimated at about $3.9 billion-with 65% of this total going to
sports events and most of the remainder spent on sponsoring entertainment tours o-r festival and
fairs. Lots of companies invest in some form of event sponsorship. If I define event marketing, it
is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural,
social or other type of Events.
Event marketing is different from advertising, sales promotion, point-of-purchase merchandising,
or public relations. It generally incorporates elements from all of these promotional tools. Event
promotions have an opportunity to achieve success because, unlike other forms of marketing
strategies, events reach people when they are receptive to marketing messages and capture
people in a relaxed atmosphere. Event marketing is growing rapidly because it provides
companies alternatives to the grouped mass media, an ability to segment on a local or regional
basis, and opportunities for reaching targeted groups whose consumption behavior can be linked
with the local events. MasterCard invested about $25 million in sponsoring the nine-city World
Cup soccer championship in the United States in 1994. Recently, Vivo invested about 2200 cr. in
Indian Premier League this year and it captured large number of people attention to its new
brand. Vivo was the title sponsor for this popular sporting event. Olympics and its renowned five
rings are “The world’s most effective property” in terms of marketing tools. The Olympics sell
sponsorship on a local and global basis, and every couple of year’s corporation’s line up to pay
as much as $50 million to be the Lord of the rings.
Event marketing is a lucrative game of “what’s in a name”, as consumers purchase the tickets
and expose themselves to everything. The world of event marketing is a fast growing, high
profile industry worth over $20 billion annually, and is one of the most successful marketing
strategies. Event marketing integrates the corporate sponsorship of an event with a whole range
of marketing elements such as advertising, sales promotion, and public relations.
Corporations both large and small have grown this industry at a rate of 17 percent per year, and
they have achieved a high level of success.
In an effort to remain ahead of the curve, I believe it’s important to amplify the use of a digital
marketing plan in event marketing. With the objective of capturing contacts and converting them
- whether they are members, participants, or sponsors, objectives need to be met, and as a
business running an event, a digital marketing plan can help attain those objectives. The
companies are taking advantage of digital channels to boost marketing, sales, brand awareness,
communication and virtually every aspects of business. The events industry is no exception with
many people moving towards digital marketing tactics to successfully organize, promote and
enhance the experience of events.
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Various digital marketing channels like websites, contents marketing, social media, search
engines (paid/organic), email, landing pages, etc. can help an event go grand.
CONCEPTUAL FRAMEWORK
What is Marketing?
Marketing can be defined as the process by which individuals and groups obtain what they want
through creating, offering and exchanging products of value with others. The term developed
from the original meaning which referred literally to going to a market to buy or sell goods or
services. The American Marketing Association has defined marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large”. Marketing is used to create,
keep and satisfy the customer. All sports and recreational organizations undertake marketing,
although they are often unaware that they are actually doing so. Listing in the yellow pages,
telephone directory, placing information in the local newspaper, offering a discount and special
offers etc. are all forms of marketing.
Marketing is best identified using what are called the 4 P's or a mix of marketing: Product, Price,
Promotion, and Place.
4 P’s of Marketing
Starting with products, companies have many procedures they must undertake to ensure their
products are ready for selling. The first stage is called the "ideation stage," where the idea for the
product is conceived. Then, marketing departments usually test new product concepts with focus
groups and surveys to ascertain interest levels among potential buyers.
If the interest level is high, marketers may then sell products on a limited basis to track sales. If
product sales are high, products are then rolled out on a national level. Before products go to the
market, companies must decide what styles, sizes, flavors, and scents they should sell and the
packaging designs they should use. Consumers have much input in these decisions.
Price is also tested through focus groups and surveys. Companies must know the optimal price to
sell their products to achieve maximum return. One way to determine price is to set it at a level
comparable to competitors; that is if the company can recover all associated product expenses
and still make a profit. If the company is introducing a new product that has never existed, they
must determine how much the consumer is willing to pay for it. Customers will only pay so
much for products. Price a product higher, and sales can drop off exponentially.
Promotion pertains to brochures, ads, and information which companies use to generate interest
in their products. For more complex concepts, like spas or computers, companies may promote
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their wares at trade shows. Promotions usually have two purposes: generate leads for sales reps
or initiate actual purchases.
Place in marketing nomenclature is the distribution. It is how and where products are sold.
Consumer product companies, for example, sell to wholesalers who, in turn, sell to retailers. In
the industrial market, the buying process is longer and involves more decision makers. Some
companies also sell products or services on a local level, while others sell nationally and even
internationally. All distribution decisions are part of the overall marketing process.
Tools of Promotion
 Advertising
 Public Relations
 Direct marketing
 Word of mouth
 Hospitality
 Websites
Advertising
It is the controlled method of communicating the message. The event manager can manipulate
the message. It includes the following:
Give-away:
Leaflets, Posters, Brochures
Radio:
Commercial, Community, National
Internet:
Web Sites, Radio
Television:
Cable, Free To Air, Satellite
Press:
Newspapers, Magazines
Non-Media Alternatives:
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Outdoor Advertising, Street Banners, Aerial, Innovative. It can be done by the event manager or
the advertising agency.
Public Relations:
Often it is part of the event manager's job to gain maximum exposure for the event. It
communicates a more complex message than advertising. It is free but the event manager looses
control over the result. It can be positive or negative. It is important that the event manager
maintains control over as much of the public relations as possible. A thorough knowledge of the
media's requirements and beneficial interaction with the media personnel are sensible methods.
The PR campaign is a plan to gain maximum positive publicity for the event. For an
entrepreneurial event it would include:
Direct Marketing:
Direct Marketing is delivering the promotional message straight to the interested individual. The
basis of direct marketing is the establishment of a data sheet and a strategy to best reach those
individuals. The mail out is the most common traditional method. The database can be created
from previous events through competitions, guest books, inquiries, and point of sale information
or just by asking the participants if they would like to receive information on other similar
events.
Word of Mouth:
Word-of-Mouth is the most effective form of marketing. Word-of-mouth marketing (WOM
Marketing) is when a consumer's interest for a company's product or service is reflected in their
daily dialogs. Word-of-mouth marketing can be encouraged through different publicity activities
set up by companies, or by having opportunities to encourage consumer-to-consumer and
consumer-to-marketer communications. It includes buzz, viral, blog, emotional and social media
marketing.
Hospitality:
As part of the promotion tool kit, hospitality can be powerful. The special event or festival has to
promote itself to the sponsors. The dinner for sponsors, for example, can be an inexpensive way
to promote the event. A tour of the site can be an effective way of promoting the event.
Websites:
The latest and increasingly popular method of promoting an event is to create a website. The
advantage is that the site can also capture enquiries and be a point of sale for tickets. The current
movement towards virtual reality sites can give the potential attendee a view of the event. The
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site can give real information, such as the program and map. Used in conjunction with another
elements of the PR campaign, a web site can be used to distribute photos and press releases. It
transfers the some of the cost to the customer. Blogs on websites can also be one of the most
effective means of making your viewers aware about the event.
PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA
1. Too much of advertisements have led to a jumbling on T.V, print and other media. This
has given rise to a need for avenues, which provide exclusivity to the sponsors while not
giving up the benefits of reach and impact.
2. The expanding no. of TV channels and the greater no. of programs have led to
discontinuity of the viewer-ship. Hence, the need for narrow-casting of campaigns to the
sharply characterized target audience.
3. Proliferation of low intensity television viewers who view a little of each channel leads to
the need for capturing the complete attention of the target audience.
4. Media cost inflation – Due to rising inflation which has been dissolving the advertising
budget, advertisers are demanding the beat return from each ad-rupee spent. Media
planning has become more complex and therefore the need for increase the effectiveness
in terms of tangible impact which can be immediately evaluated has risen.
5. Proliferation of various media channels, therefore the requirement for wise media buying.
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RELATIONSHIP BETWEEN EVENT AND 5 P’s
The five Ps of marketing: product, place, people, price and promotion play an important role in
Event Marketing. To successfully use Event Marketing the marketer or the event organizer must
understand how Event Marketing fits together with the other parts of the marketing strategies.
Kotler describes the organization’s marketing mix as controllable variables that are mixed so that
the organization gets the response that they are asking for from the target market. Event
Marketing fits under promotion in the marketing mix. Other marketing tools that goes under this
section are advertising, sales promotion, personal sales, direct sales, public relations, and
sponsoring. Event Marketing takes an imaginative mix of all the communication tools available
to extend the impact of the event. Let’s discuss each in details:
Product
Your event is your product, so you must tailor it to the needs of the people you hope to attract.
This means looking at all additional activities that might take place before, during and after the
event, including pre-event media days, contests or promotions on your website and social media
pages, your event-day registration process, food and beverage, gift bags, spectator activities and
post-event parties, awards and recognition. Review competitive or complementary projects to see
what they do in association with their events. Survey potential participants to find out what
would get them to attend and what price they are willing to pay, if you are charging a fee.
Price
If you are charging a price or fee for your event to cover your costs or to make a profit, create a
budget that details all of your expenses. Include the cost of planning and advertising the event,
facility and equipment rentals, staffs, insurance, licenses, permits and fees, setup and cleanup
fees, gifts, food and beverage, public address system and pre- and post-event marketing
activities. Create sponsorship opportunities that help finance your costs. Subtract your
anticipated sponsorship revenues, donations and desired profit from your expenses to set your
price. If you are using the event as a promotional activity and won’t be charging a fee, establish
prices for sponsorships that help finance your expenses. Set some of them low enough to attract
sponsors that can make the event more attractive to viewers, participants or guests. This might
include giving sponsorships to companies that provide free gifts for participants or invite a
celebrity to the event.
Promotion
Use a detailed demographic profile of your target audience, choose print publications, broadcast
stations and websites for advertising to your target attendees, based on what they read, watch,
listen to and visit. Create public relation and social media campaign that start well before the
event and continue afterward to maximize the benefit you get from the event. Promote the event
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at your business locations, asking your vendors and suppliers to do the same for you. If you have
sponsors, ask them to promote your event on their websites and social media pages as well.
Place
Where you hold your event determines if you maximize attendance. To choose the best sites,
you’ll need to use few criteria. Start by looking at venues that are best suited for your cocktail
parties, media days, news conferences and the event in terms of on-site logistics. Next, consider
how easy it is for your targeted audience to get to each site, considering driving time, traffic
congestion and parking. Last, finish your site selection process by choosing the best locations for
logistics that are easy to get to and best suit your budget.
People
People are the targeted customers to whom you want to approach to be the part of your event.
You can target your audience according to the type of event you are planning to conduct. To
market your event “people” plays a very important role.
EVOLUTION OF EVENT MARKETING
From its root in event planning, the event marketing industry has seen great growth in the last
five years and has frequently been one of the most effective tools that marketing professionals
have at their disposal in context of making a tangible connection to the current and potential
customers. The increasing competitive pressures brought on by digitalization are forcing
business professionals to find new ways to engage customers. Not surprisingly, experienced
event marketing professionals are therefore focusing the bulk of their efforts and budgetary
spend on lead generation tactics such as trade shows. While it is important to generate leads,
marketing and specifically event marketing professionals cannot lose sight of the fact that the
sales cycle only begins at lead generation and that current and prospective customers must also
be feed even beyond purchase. Companies can benefit extremely from the deeper event
marketing touch points that promote nurturing such as healing conferences that provide a
controlled environment for delivering messages and closing businesses. The nurturing process
will allow the customers to more effectively be filtered into the subsequent stages of the sales
cycle, thus creating greater opportunities to develop into repeat customers.
Event marketing has evolved over the past few years. New technology has evolved the position
of the customers, consumers or buyers. Marketing is now focused on building their relationship
with a company or brand. Audiences have higher expectations than previously held and are
interested in being more engaged and gaining a real personal value from events. Event planners
and marketers are now challenged with proving that events are valuable by offering customers a
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greater return on their investment as well as satisfying them. As more technological advances are
made, they must be embraced by organizations in order to optimize customer experience before
during and after events. Mobile technologies and social media continue to offer ever increasing
ways to provide value to event attendees. These technologies extend the life-cycle of an event
and enables marketing to be more frequent and more engaging.
WHY EVENTS?
1. Brand Building
 Creating awareness about the launch of new products/brand
 Presentation of brand description to highlight the added features of
product/services
 Helping in rejuvenating brands during the different stages of product life cycle
 Helping in communicating the repositioning of brands/products
 Associating the brand personality of clients with the personality of target market
 Creating and maintaining brand identity
2. Image Building
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3. Focusing the Target Market
 Helping in avoidance of clutter
 Enabling interactive mode of communication
4. Implementation of Marketing Plan
 Enabling authentic test marketing
 Enabling focused sales and communication to a captive audience
 Increasing customer traffic in stores
 Enabling sales promotion
 Help in relation building and PR activities
 Motivating the sales team
 Generate immediate sales
 Generating instant publicity
 Enabling market database assimilation, maintenance and updating
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Types of Events
1. Sporting Events
Sporting events are activities involving physical exertion and skill that is governed by a
set of rules or customs and often undertaken competitively. A usually challenging activity
undertaken for amusement. Sporting events are held in towns, cities, states and
throughout the nation. They attract international sports men & women at the highest
levels.
2. Entertainment Arts and Culture
Entertainment events are well known for their ability to attract large audience. This
includes musical concerts, celebrity performances, movie releases, etc.
3. Commercial Marketing and Promotional Event
Promotional events tend to have high budgets and high profiles. Most frequently they
include product launches. The aim of promotional events is generally to differentiate the
product from its competitors and to ensure that it is memorable. Medias are usually
invited to these events so that both the impact and the risk are high, and success is vital.
4. Meetings & Exhibitions
Meetings & conventions industry is highly competitive. Many conventions attract
thousands of people, whereas some meetings include only a handful of high profile
participants.
5. Festivals
Various forms of festivals are increasingly popular providing a particular region for the
opportunity to showcase its product. Food and wine festivals are the most common events
falling under this category. Religious festivals also fall into this category.
6. Family
Weddings, anniversaries, divorces, funerals etc. all provide opportunities for families
together. Funerals are increasingly becoming big events with non-traditional coffins,
speeches and even entertainment. It is important for the event manager to keep track of
these changing social trends.
7. Fund Raising
Fairs, which are common in most communities, are frequently run by interested local
committees. The effort in the organization required for these events are often
undervalued. As their general aim is raising funds, it is important that rides and other
such contracted activities contribute to, rather than reduce, revenue.
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8. Miscellaneous
Some events ignore categorization. Potatoes, walnuts, wild flowers, roses, horses, dogs,
teddy bears all provide the focus for some events.
Planning Events
Event planning is the process of managing a project such as meetings, conventions,
tradeshows, ceremonies, team building activities, parties, or conventions. Event planning
includes budgeting, establishing timelines, selecting and reserving the event sites,
planning food, coordinating transportation, acquiring permits, developing a theme,
arranging for activities, selecting speakers and keynotes, arranging for equipment and
facilities, managing risk, and developing contingency plans.
10 Steps to Get You Started With Event Planning
1. DevelopEvent Goals and Objectives
The very first step is to establish a tangible goal and objectives. (e.g., why are you
organizing this event and what do you hope to achieve from this event?)
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2. Organize a Team
Any event takes a dedicated team effort to handle all of the details. Consider identifying
one key Event Manager or Event Chair as well as individual Chairpersons for sub
committees, such as
Venue management;
Speakers;
Entertainment;
Publicity;
Sponsors;
Volunteer management
3. Set a Date
The date might already be pre-set for a reoccurring event, but if this is a new event, be
sure to consider the following before confirming your date:
 Give yourself enough time! At least, you should have 4-6 months to plan
(depending on the nature of your event)
 Be aware of statutory or religious holidays
 Avoid school/college holiday time periods (e.g., winter, spring and summer
holidays)
 Check dates with key participants – e.g., artists, speakers, presenters, VIP guests,
etc.
4. Brand Your Event
If you want your event to stand out, you need to choose a timely and compelling theme
that sets you apart from your competitors. This means that you need to come up with a
dynamic overall theme and you need to take great care with the actual name – since it can
be a key attention-getter, especially in online media.
Brainstorm names:
When you are brainstorming the event name, think about:
 How is your event different from other events in your sector?
 What are you hoping to convey through this event?
Create a Tagline:
Once you’ve come up with a name, also try to craft a tagline –
a short, memorable branding slogan that describes the event.
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Design a Logo:
The final step will be having a logo created to represent your event. A logo can be an
effective branding tool offering immediate recognition of your event in all of your
publicity and promo items (e.g., T-shirts, water bottles, bags, etc.)
5. Create a MasterPlan:
This plan should encompass all aspects of the event, including:
 Venue, logistics & catering management (contracts, permits, insurance, etc.)
 Speakers/presenters (identifying, confirming, logistics & management)
 Activities/entertainment
 Publicity/promotion (online & off-line, e.g., web page & online promotion; events
calendars; printed programs; media relations; signage; social media, etc.)
 Registration (online sign-up, payment and tracking; on-site sign-in, etc.)
 Sponsor/partner management
 Volunteer management
6. Determine Administrative Processes
In other words, how are you going to keep track of your planning, registration, budget,
guest and speakers lists, etc.?
You can easily create an event and manage your registration through online event
management systems available online.
7. Identify and Establish Partnerships & Sponsors
Are there organizations that you could partner with or call on for sponsorships to reduce
the costs and increase potential participation?
When you involve other people or groups in your event, they have a stake in helping
spread the word and making the event a success.
You might want to consider:
Seeking corporate sponsors to fund a portion of the event. This can range from national
organizations that might want to sponsor a dinner, offer a door prize or a key silent
auction item, to local businesses that might be able to provide goods or services, such as
flowers for the tables, gift bag items, etc. Partnering with community organizations who
might be able to offer a venue or assistance with organizing or staffing an event.
8. Create a Publicity Plan
Even with the most amazing speaker or entertainment line-up, you need publicity to get
people in the door. Event promotion starts with the initial notice or page on your website,
note in your newsletter or email to save the date, and then builds to include online and
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off-line publicity, media relations and on-going outreach to encourage registrations. And
no plan is complete without the post-event Thank-You’s, sponsor acknowledgements and
articles about the event’s key messages or fundraising success.
9. Establish a Budget
Your budget should incorporate estimates for all of the key items identified on your
Event Master Plan. Don’t forget to include any travel or accommodation costs for
speakers, presenters, etc. Keep a record of all your miscellaneous expenses.
10. Determine Evaluation Process
How will you determine if your event is a success? Do you measure success by the
number of registrants or attendees or is it dependent on you breaking even or raising a
target amount in donations?
When you set your initial event goals and objectives, you should also consider how you
will evaluate the event to determine success. But, if your event involves tracking, for e.g.,
a silent auction, then you’ll need to put some processes in place to identify goods offered
in kind and funds raised at the event. By the same token, if the objective of your event is
to raise awareness, you’ll have to benchmark and gather data on online social media
activity/mentions etc. and offline publicity again based on your initial goals.
Sponsorships
Sponsoring is the act of supporting an event, activity, person, or organization financially
or through the provision of products or services. The individual or group that provides the
support, similar to a benefactor, is known as a sponsor. Sponsorship is a cash and/or in-
kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for
access to the exploitable commercial potential associated with that property.
While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy,
sponsorship is done with the expectation of a commercial return.
While sponsorship can deliver increased awareness, brand building and propensity to
purchase, it is different from advertising. Unlike advertising, sponsorship cannot
communicate specific product attributes. Nor can it stand alone, as sponsorship requires
support elements.
Categories of Sponsors:
 Title sponsor
 General sponsor
 Official sponsor
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 Technical sponsor
 Participating sponsor
 Informational sponsor
Title sponsor is the highest status of sponsorship. It characterizes the most significant
contribution to a company in organizing and hosting an event. Often the name of such
sponsor is placed next to the name of competition, teams, individual athletes and is
associated with it (for example, the logo of a title sponsor is placed on a uniform of
sports club teams). The status of a title sponsor also allows to have a decisive voice
on the issue of presence among sponsors other companies operating in the same
business, the priority right to use players and coaches for conducting joint
promotions, right of presence at all official events dedicated to a sports event,
mandatory mentioning in all activities conducted on behalf of the team, highlighting
the name of title sponsor in film credits, television programs which were created with
its financial support, placement of logos and banners.
General sponsor is a sponsor that makes one of the largest contributions (in absence
of a title sponsor – usually more than 50% of all sponsorship funds raised) and that
receives for it the right to use the image of competition as well as extensive media
coverage. If necessary, the status of the general sponsor may be supplemented by the
general sponsors for certain categories, as well as the main sponsor.
Official sponsor is a sponsor that makes a certain part of raised funds (within 20–
25%). Typically, the given status may be granted by category ("official insurance
partner", "official automotive partner", etc.).
Technical sponsor is a sponsor which promotes organization of sporting events
through the partial or full payment of goods and services (e.g., medical equipment,
fitness, organization of transportation and lodging).
Participating sponsor is a company, the sponsorship fee size of which usually does
not exceed 10% of total raised funds.
Informational sponsor is an organization that provides informational support
through media coverage, conducting PR-actions, joint actions, etc.
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INTRODUCTION TO DIGITAL MARKETING
Digital marketing (also known as internet marketing) is an umbrella term for the marketing of
products or services using digital technologies, mainly on the Internet, but also including mobile
phones, display advertising, and any other digital medium. Digital marketing techniques such as
search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer
marketing, content automation, campaign marketing, data-driven marketing and e-commerce
marketing, social media marketing, social media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games are becoming more common in our advancing
technology. In fact, digital marketing now extends to non-Internet channels that provide digital
media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In an
effort to remain ahead of the curve, I believe it’s important to amplify the use of a digital marketing
plan in event marketing. Whether you’re venturing into online marketing for the first time or have
played here and there, a high impact digital marketing plan can have a positive impact on your
bottom line ROI. Depending on your expected ROI, which can include attracting participants to
the event, gaining more sponsors and exhibitors, increasing visibility and engaging with current
and potential association members, your digital marketing plan must begin with the end goal and
work its way up. There are many elements that come with a great digital marketing plan, so make
sure you begin planning your event with the right strategy and implement the right tools well
before the event date.
Some of the Digital Marketing Strategies that can make your event go successful are as follows:
 BUILD A CONTENT STRATEGY
 IMPLEMENT SEARCH ENGINE OPTIMIZATION (SEO)
 USE INBOUND MARKETING, NOT INTERRUPTION MARKETING
 CREATE SOLID LANDING PAGES
 FOCUS ON YOUR WEBSITE ARCHITECTURE
 DEVELOP A SOCIAL MEDIA PLAN
 USE ANALYTICS TO FIND OUT WHAT’S WORKING
You need to get started early, well before the event. Don’t rest on your laurels, and don’t assume
everyone has seen your event online. With multi-touch points, you’re making it harder for your
event to go unnoticed, so be sure to use a variety of channels as suggested. This needn’t cost an
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arm or a leg, but likewise, it isn’t a straightforward process. Just like any form of digital
marketing, you need to be strategic and targeted with your efforts, and once you have a select
group on board, make the most of that opportunity to take your event to the next level each and
every time it’s hosted.
DIGITAL MARKETING VS TRADITIONAL MARKETING
Below are the 10 benefits of Digital Marketing over Traditional Marketing:
1. Level playing field: Any business can compete with any competitor regardless of their size
with a solid digital marketing strategy. Traditionally a smaller retailer would struggle to match
the competence of the fixtures and fittings of its larger competitors. Online, a fresh well thought
out site with a smooth customer journey and fantastic service is king – not size.
2. Reduced cost: Your business can develop its online marketing strategies for very little cost and
can potentially replace costly advertising channels such as banners, hoardings, television, radio,
magazines, etc.
3. Simple to measure: Unlike traditional methods you can see in real time what is working or
what is not working for your business online and you can adapt very quickly to improve your
results. For measuring traffic to your site you can use Google Analytics to measure specific goals
you want to achieve for your website or blog and most packaged email marketing solutions provide
good insight into how many people are opening, reading and converting from your emails.
4. Real time results: You don’t have to wait weeks for a boost to your business like you would
have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site
and its subscribers increase, peak trading time, conversion rates and much more at the touch of a
button.
5. Refinement of your strategy: Basically, anything that you capture in your customer journey
can be reported for greater success at the fraction of the cost of traditional marketing. After all,
how annoying is it to get a couple of forms returned from a mailshot. Marketing online enables
you to refine your strategy at any point in time and see the improvements or opportunities for
further refinement almost spontaneously.
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6. Brand Development: A well maintained website with quality content targeting the needs and
adding value to your target audience or customers can provide significant value and lead
generation opportunities. The same can be said for utilizing social media channels and
personalized email marketing.
7. Far greater exposure: Hour business can be seen anywhere in the world from one marketing
campaign, the cost to do this using traditional methods would be considerable. Plus once you
have optimized the key word search content in your website you should see a long-term return on
your investment (ROI) and will be fairly low cost to maintain your ranking.
8. Viral: How often do your sales flyers get passed around instantly by your customers and
prospects? Online, using social media share buttons on your website, email and social media
channels enables your message to be shared incredibly quickly, just look how effective it is for
sharing breaking news. If you consider the average Facebook user has 190 friends of which an
average of 12% see their liked posts – your one message has actually been seen by 15 new
prospects, now imagine a number of them also like and share your message and their friends do
the same? Mind blowing isn’t it. However a word of caution, bad news can travel much quicker
so make sure you have a risk management strategy to tackle negative press as soon as it is
circulated.
9. Not Intrusive: I know most people hate receiving sales mailshots or phone calls at
inconvenient times on stuff that they have least interest in. Online people get the choice to opt in
or out of communications and often it is relevant because they were the ones searching for it in
the first place. Also, have you ever got frustrated receiving a regular email on a topic that
interests and adds value to your life? So don’t underestimate the power of market segmentation
and tailored marketing.
10. Greater engagement: With digital marketing you can encourage your prospects, clients and
followers to take action, visit your website, read about your products and services, rate them, buy
them and give feedback which is visible to your market. So it doesn’t take long for good
publicity to enhance the prospects of your business.
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INDUSTRY OVERVIEW
COMPANYPROFILE
Cyber Security Infotech Pvt. Ltd. Founded in
2012, the organization aims towards
providing Information Security Services and
Process Improving Consulting services.
Members of CSI have attained excellence in
providing end-to-end consulting services
across sectors including but not limited to
Banks, Airports, Finance, IT, Retails etc.
With the core team comprising of domain
experts with over a decade of experience, CSI
help organizations to reduce risks and
enhance their competitive advantage over
others. CSI provide all cyber security solutions by ways of Penetration Testing and Quality
Analysis of Web Based Applications and Web Infrastructures coupled with actionable reporting
and patching the reported vulnerabilities. The company provides constant scanning, surveillance
and guarding services for web based resources. CSI also provides an array of sophisticated and
customized web security training courses.
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Following are the list of Services Offered by CSI:
 Cyber Forensics
 Corporate Trainings
 Search Engine Optimization
 Online Reputation Management
 Security Operations Centre
 Website Development and Management
 Website Designing
 Web Portal Development
 Mobile App Design and Development
 Event Organizing
Company’s Objective:
To secure, to strengthen, to simplify, CSI’s objective is to provide comprehensive web
security to the users of the internet and inculcate a knowledge based culture of safe and
secure use of cyber space so as to eliminate the disruptions to your business and life. The
company wants to ensure that confidential information stored in websites remains
confidential that people who prey on unsecured web pages are captured in our 'web security
cages' and that every patron of the internet can use the web freely, without the nagging
thought that his data could easily fall into the wrong hands and be abused.
Company’s Vision:
To create a virtual, safe and secured zone. CSI ensure to consider a world where all internet
users operate on a level playing field and where no one can take advantage or be taken
advantage of, by creating a safe, secure and easy to use World Wide Web. The company’s
vision is to provide a cyber space free from fear of disturbances and disruptions by the
unscrupulous. A world wide web devoid of the flaws of porous internet security. CSI want to
provide services that make the internet a virtual utopia – a place where knowledge is nestled
in a package that is beautiful yet strong, and where that knowledge is completely safe from
prying eyes and devious hackers.
Company’s Expertise:
Complete Virtual Security. Take security to an absolute different path with Cyber Security
Infotech Protection.
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SWOT ANALYSIS
S.W.O.T. is an acronym for Strengths, Weaknesses, Opportunities, and Threats. A SWOT
analysis is an organized list of your business’s greatest strengths, weaknesses, opportunities, and
threats. Strengths and weaknesses are internal to the company (think: reputation, patents,
location). You can change them over time but not without some work. Opportunities and threats
are external (think: suppliers, competitors, prices) they are out there in the market, happening
whether you like it or not. You can’t change them.
Existing businesses can use SWOT analysis, at any time, to assess a changing environment and
respond proactively. In fact, I recommend conducting a strategy review meeting at least once a
year that begins with a SWOT analysis.
New businesses should use a SWOT analysis as a part of their planning process. There is no “one
size fits all” plan for your business, and thinking about your new business in terms of its unique
“SWOTs” will put you on the right track right away, and save you from a lot of burdens later on.
To get the most complete and objective results, a SWOT analysis is best conducted by a group of
people with different perspectives and stakes in your company. Management, sales, customer
service, and even customers all contribute their valid insight. Moreover, the SWOT analysis
process is an opportunity to bring your team together and encourage their participation in and
adherence to your company’s resulting strategies.
Strengths describe the positive attributes, tangible and intangible, internal to your organization.
They are within your control.
Weaknesses are aspects of your business that detract from the value you offer or place you at a
competitive disadvantage. You need to enhance these areas in order to compete with your best
competitor.
Opportunities are external attractive factors that represent reasons your business is likely to
prosper.
Threats include external factors beyond your control that could place your strategy, or the
business itself, at risk. You have no control over these, but you may benefit by having
contingency plans to address them if they should occur.
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Cyber Security Infotech Pvt. Ltd. conducted SWOT analysis to identify their internal or external
factors which can impact their business.
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The Strengths of Cyber Security Infotech Pvt. Ltd. include:
 Quality Service
 Timely delivery of projects
 Team work
 Clients trust
The Weaknesses ofCyber Security Infotech Pvt. Ltd. include:
 Lack of highly professional and experienced employees
 Lack of employee motivation
 Lack of coordination between sales and technical department
 Lack of leadership skills in top level management
The Opportunities of Cyber Security Infotech Pvt. Ltd. include:
 Providing latest services that are less available in the market
 Developing long term relations with the customers
 Innovate as much as possible
 Provide services at reasonable price or at less amount as compared to the competitors
The Threats of Cyber Security Infotech Pvt. Ltd. include:
 High competition in IT sectors
 Latest emerging technological demands
 Increasing client awareness
 Updating the technologies with times
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GROWTH(PAST AND PROJECTIONFOR FUTURE)
Cyber Security Infotech Pvt. Ltd. was founded by Mr. Ankit Verma in the year 2012. Miss
Shobhna Saxena is the present Managing Director of the Company. The responsibility of
Project Management is vested upon Mr. Ankit Chauhan who is the present Project Manager
of Cyber Security Infotech Pvt. Ltd., Noida. Mr. Yogendra Chauhan is the Legal Advisor of
the Company. Mr. Gurpreet Singh is the present Financial Advisor of the company. The
organization aimed towards providing Information Security Services and Process Improving
Consulting services. To secure, to strengthen, to simplify, CSI’s objective is to provide
comprehensive web security to the users of the internet and inculcate a knowledge based
culture of safe and secure use of cyber space so as to eliminate the disruptions to your
business and life. The company wants to ensure that confidential information stored in
websites remains confidential that people who prey on unsecured web pages are captured in
our 'web security cages' and that every patron of the internet can use the web freely, without
the nagging thought that his data could easily fall into the wrong hands and be abused.
To create a virtual, safe and secured zone. CSI ensure to consider a world where all internet
users operate on a level playing field and where no one can take advantage or be taken
advantage of, by creating a safe, secure and easy to use World Wide Web. The company’s
vision is to provide a cyber space free from fear of disturbances and disruptions by the
unscrupulous. A world wide web devoid of the flaws of porous internet security. CSI want to
provide services that make the internet a virtual utopia – a place where knowledge is nestled
in a package that is beautiful yet strong, and where that knowledge is completely safe from
prying eyes and devious hackers.
The services provided by the company are as follows:
 Security Operations Center
 Online Reputation Management
 Cyber Forensics
 Corporate Trainings
 Search Engine Marketing
 Search Engine Optimization
 Software Development
 Mobile Apps Development
 Web Designing
 CMS Website Development
 E-Commerce Development
 Web Portal Development
 Graphic Designing
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The products offered by the company are also mentioned below:
 Employee Monitoring System
 Hospital Management Software
 School Management System
 Inventory Management Software
 Fee Management System
 Lead Management System
 Customer Relationship Management
 Human Resource Management Software
 Enterprises Resource Planning
 Customize E-Commerce Portals
Apart from the above mentioned products and services, the company is presently focusing more
on organizing events to earn their brand name and value and maintaining long term relationship
with their customers. CSI is also acting as event organizers and providing Event Management
services. CSI adopts latest Digital Marketing strategies to promote their events and make their
events go grand.
Cyber Security Infotech Pvt. Ltd. has organized many events which helped them in earning
brand value and also raising funds.
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DAC or Delhi Art Competition was the largest and the most prestigious art competition
organized by Cyber Security Infotech Pvt. Ltd. It was a platform for creation and a unique
opportunity for talented artists to have their artistic work recognized. The purpose of this events
was to promote girl child education, promote clean India movement and also to promote digital
India.
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Farhan live in concert was organized by Cyber Security Infotech Pvt. Ltd. The motive of
organizing this event was to raise funds and earn reputation in the market. The company used all
the possible digital marketing strategies to promote this event.
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Issues and challenges faced by the company
Although the company Cyber Security Infotech Pvt. Ltd. is growing in their sector, but there are
many issues and challenges faced by the company. Below are some of the issues and challenges I
noticed while working for the company:
1. Lack of experienced employees in their technical field
2. High competition in IT sector
3. Maintaining long term relationship with clients
4. Convincing unsatisfied clients
5. Providing top quality services to the clients, etc.
Digital marketing promotional strategies
Whether you’re thinking of setting up your own event or you’ve taken the plunge already – at
some point you MUST consider how you’re going to promote it before, during and after. Where
on earth do you start? What channel do you use, and when? Whether you’re venturing into
online marketing for the first time or have dabbled here and there, a high impact digital
marketing plan can have a positive impact on your bottom line ROI. Depending on your
expected ROI, which can include attracting participants to the event, gaining more sponsors and
exhibitors, increasing visibility and engaging with current and potential association members,
your digital marketing plan must begin with the end goal and work its way up.
1- BUILD A CONTENT STRATEGY
Behind every great plan, there is content. But the mantra, “build it and they will come” does not
apply here. In fact, creating content and just waiting for visitors to show up and engage with you
will simply not happen… unless you’re a super cute kitten taking a bath on YouTube. A content
strategy comes with planning and includes an editorial calendar, a social plan, engagement
efforts, optimization, measuring conversions and more. If you want to ensure that your content
gets seen by your target audience, then a content strategy is your best bet. So before you sit in
front of your computer and start belting out article after article, you need to figure out who
you’re addressing and what you plan to achieve. What are goals and KPIs? How will you
measure success: Is it by gaining visibility? Increased registration at your events? Every
marketing effort has to be measured. It is an essential element of any successful digital marketing
plan.
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2- IMPLEMENT SEARCH ENGINE OPTIMIZATION (SEO)
In keeping with content, a solid digital marketing plan includes SEO and ensures that your
content is not only reader friendly, but also search engine friendly as well. If Google can’t find
your message, you can bet that no one else will, either.
What makes an SEO plan a great SEO plan?
A- Keyword research: Search terms of phrases that people would type into a search engine that
are relevant to your event. You can use these search terms to create content or for paid
advertising on search engines like Google and Bing. Where do you go for keyword research?
Google Ad words, Bing Ads and Word tracker, to name a few.
B- Link building: Getting other quality websites whose content relates to yours to link to a page
on your website with specific keywords highlighted. For example, if your event centers on
urology, then you would want a well-known urological website to link back to your event and
the hyperlink would contain keywords.
C- Social networking: Interact with others by sharing and creating create content through online
communities like Facebook, Twitter, LinkedIn, and even forums that relate to your subject
matter. It can be used to promote your brand or event, tell participants and audiences at large
about your product or event, gauge what others think about your event, attract new participants,
and build relationships with your existing participants. You have to make everything you do
shareable. And if you want them to share it, you need to make sure they can find it with a simple
search and that your content is valuable for your intended audience.
3- USE INBOUND MARKETING, NOT INTERRUPTION MARKETING
Interruption marketing consists of paid ads that are found on the right-hand side at Facebook, the
paid ads at the top of Google results and the sponsored hashtags (#) and accounts on the right-
hand side and updates at Twitter. Ask most web users and the majority of them will tell you that
they simply ignore these ads.
Inbound marketing, however, works quite well, although it is more about earning people’s
interest rather than buying it. It’s much better to be the first organic result on Google rather than
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one of the paid results. The former is not always easy to attain, but with the right plan of action,
it is certainly doable.
4- CREATE SOLID LANDING PAGES
Optimization is not strictly for content; it’s important that you optimize your website as well.
Your landing pages need to be user-friendly and straight to the point. If you want to secure the
most signups or registrations for your event, for example, you need to make sure that your
landing page drives the right message home. This is where your unique selling proposition, a
video or slideshow of images, the benefits of attending your meeting, client testimonials, and a
solid call to action all come together.
5- FOCUS ON YOUR WEBSITE ARCHITECTURE
The beauty of a great digital marketing plan is a great website. And what makes a great website?
It’s when a visitor intuitively knows where everything can be found. I can’t tell you how often I
end up on a website and have no idea where to find what I’m looking for. There needs to be a
method to the madness and you always need to keep the end user in mind when putting together
your website. After all, this is the first thing that people see before they opt to sign up for your
event or register for your services, so you want to make sure that what they see responds to their
needs and interests (e.g., professional development).
6- DEVELOP A SOCIAL MEDIA PLAN
Too often, businesses think that social media requires nothing more than merely a few posts on
the varying social networks and not much else, but there is a lot more to being present on social
networks as an organization or conference. If you are promoting a conference, for example, you
can’t simply publish the link to the registration page on Twitter every day until conference time;
you need to be ever-present and engaging, making sure to answer any questions by attendees and
prospects. Did you know that 42% of customers who complain to businesses on social media
expect a 60-minute response time? This is because it has become the norm to receive a response
in that time. You need to make sure you’re present and available to answer your participants’
inquiries.
7- USE ANALYTICS TO FIND OUT WHAT’S WORKING
All of your online efforts would be useless if you didn’t measure them. You need to figure out
what worked and what didn’t, and you need to leverage the numbers for your next event. Your
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event doesn’t end when it’s over; it’s a repetitive cycle that requires 365-day engagement. If you
want to find out where your customers are coming from via social media or any other web
marketing effort you deploy, analytics will help you decipher what works best. By regularly
evaluating the results, you can figure out where your audience is and how to leverage your
communication efforts.
Role of social media in promoting events
Events are, after all considered social. And social media has emerged as a primary tool to
promote various types of event, whether it’s a conference, webinar, or fundraiser. While email
remains the core promotional tool to reach previous contacts, social media is especially useful in
promoting an event to new potential attendees. Publicity in traditional news media can
supplement social media promotion. Event marketers typically consider Facebook, Twitter and
LinkedIn as the best social media networks for promoting events.
Facebook has the largest user base, an incredible 1 billion+ active users worldwide. No matter
what the event, prospective attendees likely to be on Facebook. Again, event sponsors can share
different types of content, including photos, videos and surveys.
Twitter is especially popular among event promoters and attendees. Twitter provides a quick way
to spread messages, and its hashtags help organize interests and generate conversations. It’s the
most public of all major networks, since users can view content of others with requests or
approvals.
LinkedIn is valuable for promoting business events, such as training seminars, professional
conferences, and networking gatherings. Promoters can use LinkedIn Groups through all stages
of the event, including planning, promotion and post-event follow up.
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Advantages of Digital Marketing
Some of the specific benefits of digital marketing include:
 Cost-efficient: You can easily plan a successful online marketing strategy within your
budget by the use of digital marketing that offers an inexpensive technique in comparison
to other advertising channels such as radio, TV and more. A well-panned and well-
managed digital marketing campaign can reach a large audience at a lower cost than the
traditional marketing methods.
 Better exposure: Reach numerous prospects by switching to a digital marketing
campaign within a small investment. Be found where your audiences are looking for you.
You will notice long term results by using digital marketing.
 Save Time: Digital marketing provides real time results within no time. Time is precious
for all of us, so why waste even a single second. Digital marketing gives you an
opportunity to see the number of visitors to your site, what is the conversion rate, what is
the peak trading time, how many subscribers have added you in a day and more.
 Social currency: Digital marketing gives you a chance to create engaging campaigns
using different types of media. These campaigns can go viral on social platforms, passing
on from one person to another, hence gaining social currency.
 Brand Building: Brand building is what every business tries to accomplish and digital
marketing helps develop your brand by promoting it on several platforms, the more viral
your brand goes, the more reputation your brand will earn in the eyes of search engines as
well as users.
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Research Methodology
Objective of the Study
The objectives of this research study are as follows:
1. To identify the changing role of marketing from traditional marketing to the digital
marketing
2. To identify the best marketing strategy for events
3. To identify the drawbacks of digital marketing compared to traditional marketing
4. To identify consumer’s interest in events
Methodologies adopted
This research was done to identify the problems and also to help solve the problems aroused. The
design of the research is descriptive in nature.
Descriptive research is done by the following major methods:-
 Secondary data analyzed in a quantitative manner
 Surveys
 Panels
 Observational and other data
The data were collected by both survey methods as well as observational methods.
Both primary and secondary data were collected for this research.
For primary data information was gathered from:-
o College going students
o Parents
o Previous event attendees of the company
o Sponsors
o Employees
o Clients
For secondary data information was gathered from:-
o Internet
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o Catalogues and broachers
o Company reports
o Newspapers
o Magazines
o Blogs
After collecting the data or the information it was further studied and analyzed.
Analysis and Research Findings
Primary and Secondary Data Analysis
The present study has been undertaken to get the first hand exposure on the mindset of people
towards Events and its marketing concept and their involvement in events as and when they
come across, if any. A questionnaire was designed keeping in mind the requirements for study &
analysis of my thesis for comparing the hypothesis with the outcome of this survey.
A general survey was conducted with a sample size of 100 respondents revealed the following
facts regarding the mindset of people towards the Event and its Marketing concept. The sampling
technique used was simple random sampling under probability sampling techniques. This survey
also gave scope to take necessary steps for organizing an event at right place, right time and in
front of the right targeted audience. Event Marketing companies were also targeted and their
response was also taken which added value to my study.
Let’s have a look at what people feel about Events and its marketing, through graphical
interpretation.
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Interpretation through Graphs
Out of 100 responses, 61% respondents were male and the rest were female.
The respondents were chosen randomly. It was random sampling method of choosing
respondents.
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When asked, what type of events they prefer going to, the following responses were evaluated:
 53% people prefer going to live concerts
 32% respondents prefer going to sports related events
 30% respondents prefer going to educational events
 50 % respondents prefer going to entertainment events
So, what I have analyzed is that people prefer going to live
concerts or entertainment events the most. And it depends on the type of person or their interests.
Here, age factor of the respondents also play a vital role. The age group of people who are 30+
preferred more going to educational events. While, youths prefer more going to sports and
entertainment events.
When asked, with whom do they prefer going to such events, the responses were as follows:
 80% respondents preferred going to such events with their friends
 11% respondents preferred going with their partner
 Only 6% respondents preferred going to such events with their family
 Only 3% respondents preferred going to such events alone or solo
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So, it can be clearly seen that people prefer going to such
events more with their friends. It was strange seeing the response of only few people, 11% of
them who preferred going to such events with their partners.
When asked, why do they prefer going to such events, following responses were recorded:
 27% respondents go to such events to go hangout
 42% respondents prefer going to such events to spend quality time
 41% respondents go to such events to see the talents
 42% respondents prefer going to such events to learn
So, it can be seen that there are mixed responses about why
do people prefer going to events.
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When asked, what day they prefer going to such events? Following responses were recorded:
 79 % respondents prefer going to such events in weekends
 Only 21% respondents prefer going in weekdays
Thus, it is clear that people prefer going to events during
weekends. But there are some people who do exist who prefer going to weekdays to
remain out of the crowd.
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When the respondents were asked, how often do they prefer going to such events, following
responses were recorded:
 52% respondents prefer going to such events every month
 38% respondents prefer going to such events every quarterly
 9% respondents prefer going to such events after every 6 months
 Only 1% responded on going to such events annually
After analyzing the responses we can see that most of the
people prefer going back to such events after an interval of a months. While, some prefer going
back to such events after an interval of 3 months. So, it can be analyzed that people love going
back to such events very often.
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When asked, what source would they prefer buying tickets for such events, following responses
were recorded:
 89% respondents would prefer to buy tickets online
 While, 23% respondents would prefer to buy tickets offline
Thus, it can be analyzed that people are more aware of
online tickets and prefer booking tickets online staying from their home. Very few people these
days prefer booking tickets offline. People prefer convenience and online ticketing can be the
convenient way for event lovers.
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When asked, what marketing strategies convince them to go to such events, following responses
were recorded:
 76% respondents are convinced by advertisements on Social Media
 27% respondents are convinced by banners or posters
 28% respondents are convinced by advertisements on TV or Radio
 13% from blog posts
 21% from emails or landing pages
 1% from recommendation from friends or others
Thus, we can see that most of the event lovers these days
are influenced or convinced by advertisements on Social Media sites such as Facebook,
Twitter, Pinterest, Instagram, LinkdIn, etc.
50 | P a g e
When asked, if they wish an email reminder at the day of the event, following responses were
recorded:
 74% of respondents said yes, they wish an email reminded at the day of the events
 27% of respondents did not wish to get an email reminder at the day of the event
Thus, it can be clearly seen that people love to get
email reminders at the day of the event. It could help them to plan their schedule for the
day.
51 | P a g e
Detailed discussion on findings
Out of 100 responses, 61% respondents were male and the rest were female.
The respondents were chosen randomly. It was random sampling method of choosing
respondents.
When asked, what type of events they prefer going to, the following responses were evaluated:
• 53% people prefer going to live concerts
• 32% respondents prefer going to sports related events
• 30% respondents prefer going to educational events
• 50 % respondents prefer going to entertainment events
So, what I have analyzed is that people prefer going to live
concerts or entertainment events the most. And it depends on the type of person or their interests.
Here, age factor of the respondents also play a vital role. The age group of people who are 30+
preferred more going to educational events. While, youths prefer more going to sports and
entertainment events.
When asked, with whom do they prefer going to such events, the responses were as follows:
• 80% respondents preferred going to such events with their friends
• 11% respondents preferred going with their partner
• Only 6% respondents preferred going to such events with their family
• Only 3% respondents preferred going to such events alone or solo
So, it can be clearly seen that people prefer going to such
events more with their friends. It was strange seeing the response of only few people, 11% of
them who preferred going to such events with their partners.
When asked, why do they prefer going to such events, following responses were recorded:
• 27% respondents go to such events to go hangout
• 42% respondents prefer going to such events to spend quality time
• 41% respondents go to such events to see the talents
• 42% respondents prefer going to such events to learn
52 | P a g e
So, it can be seen that there are mixed responses about why
do people prefer going to events.
When asked, what day they prefer going to such events? Following responses were recorded:
• 79 % respondents prefer going to such events in weekends
• Only 21% respondents prefer going in weekdays
Thus, it is clear that people prefer going to events during
weekends. But there are some people who do exist who prefer going to weekdays to remain out
of the crowd.
When the respondents were asked, how often do they prefer going to such events, following
responses were recorded:
• 52% respondents prefer going to such events every month
• 38% respondents prefer going to such events every quarterly
• 9% respondents prefer going to such events after every 6 months
• Only 1% responded on going to such events annually
After analyzing the responses we can see that most of the
people prefer going back to such events after an interval of a months. While, some prefer going
back to such events after an interval of 3 months. So, it can be analyzed that people love going
back to such events very often.
When asked, what source would they prefer buying tickets for such events, following responses
were recorded:
• 89% respondents would prefer to buy tickets online
• While, 23% respondents would prefer to buy tickets offline
Thus, it can be analyzed that people are more aware of
online tickets and prefer booking tickets online staying from their home. Very few people these
days prefer booking tickets offline. People prefer convenience and online ticketing can be the
convenient way for event lovers.
When asked, what marketing strategies convince them to go to such events, following responses
were recorded:
• 76% respondents are convinced by advertisements on Social Media
• 27% respondents are convinced by banners or posters
53 | P a g e
• 28% respondents are convinced by advertisements on TV or Radio
• 13% from blog posts
• 21% from emails or landing pages
• 1% from recommendation from friends or others
Thus, we can see that most of the event lovers these days are
influenced or convinced by advertisements on Social Media sites such as Facebook, Twitter,
Pinterest, Instagram, LinkedIn, etc.
When asked, if they wish an email reminder at the day of the event, following responses were
recorded:
• 74% of respondents said yes, they wish an email reminded at the day of the events
• 27% of respondents did not wish to get an email reminder at the day of the event
Thus, it can be clearly seen that people love to get email
reminders at the day of the event. It could help them to plan their schedule for the day.
When asked, if they wish an email reminder at the day of the event, following responses were
recorded:
• 74% of respondents said yes, they wish an email reminded at the day of the events
• 27% of respondents did not wish to get an email reminder at the day of the event
Thus, it can be clearly seen that people love to get email
reminders at the day of the event. It could help them to plan their schedule for the day.
54 | P a g e
Recommendations
To improve the condition of the event marketing industry and make it more professional and
profitable, the following recommendations have been listed:
1. Understand the corporate objectives, target audiences, brand image and positioning clearly.
2. Don’t go overboard with your concept or preference for a certain event.
3. Conduct a situational analysis for appropriate event selection which collaborations with the
company’s objective and brand personality.
4. Create extensive databases of the target consumers in order to conduct pre and post-event
analysis and evaluation to check the success of the event and consumers perception, and also to
assess the top of mind awareness and brand remembrance.
5. Conduct general market research to establish which parts of the program are working and
which ones are not. Those in the first category should be maintained and strengthened. Those in
the second should be turned down.
6. In all sponsorship activities, it is important to protect the integrity of activities being
supported. If it is depreciated or its identity threatened, the sponsorship could reflect on the
sponsor’s head.
7. The company should focus on both ATL-above the line advertisement and BTL-below the line
advertisement.
8. More emphasis should be given on social media advertisement. Because social Medias are
viewed more than any other means of advertisement. Event marketers should consider Facebook,
Twitter and LinkedIn as the best social media networks for promoting events.
55 | P a g e
Conclusion
Event marketing allows a company to break through the advertising chaos and target an audience
by enhancing or creating an image through an association to a particular event. Brand awareness
emphasizes the product or service, and drives sales. Event marketing also offers companies the
flexibility to reach specific geographic and demographic audiences. It is a benefit that allows
depth of exposure, as opposed to the scope of exposure. When considering the entire sales cycle,
marketing professionals must think beyond traditional methods and bring transparency and
measurement to their activities in order to establish the fundamental value of their field. To
answer this challenge, the event marketing industry must redefine itself to recognize the power
of Digital Marketing to build deep connections, as well as also adapt events to contribute to
branding in more classy ways. Social media is now a days considered as the best means of
promoting or advertising any type of events. So, event organizing companies should focus more
on Social Media Marketing to make their event a grand success. All the other digital marketing
tools such as landing pages, blogs, designed email, etc. when implemented properly can give best
results. Digital marketing is the only means of marketing where we can target our audience by
knowing everything about them at minimum cost. Advertisement can be done at least possible
cost and even sometimes for free. Cyber Security Infotech Pvt. Ltd. is doing the same and hence
the company is making its event a grand success.
Bibliography
Basic Coverage
o Event Management- By Lynn Van Der Wagen & Brenda R. Carlos
o Principles of Marketing- By Kotler & Amstrong
o Marketing Management- By Philip Kotler
o Marketing is Business- By Walter E. Vieira
o Digital Marketing- By Damian Ryan
Websites
o www.branders.com
o www.scribd.com
o www.viewcentral.com
o www.scribd.com
o www.eventmarketer.com
o http://www.sensov.com/question/how-can-a-digital-marketing-plan-improve-my-
event/
o www.eventbrite.com
56 | P a g e
o www.marketo.com
o www.moz.com
o www.kozai.com
Newspapers
o Times of India
o Hindustan Times
Annexure
Questionnaire
1. Basic information
Name:
Age:
Gender:
Email:
Phone no:
Occupation:
2. What type of event do you prefer going to?
Live Concert
Sporting Events
Educational Events
Entertainment Events
M F
Student Job Business
57 | P a g e
3. With whom do you prefer going to such events?
Friends
Solo
Partner
Family
4. Why do you go to such events?
Hangout
Spend quality time
To see the talents
To learn
5. What day would you prefer going to such events?
Weekdays
Weekends
6. How often do you want going to such events?
Monthly
Quarterly
Half yearly
Annually
7. What source would you prefer to buy tickets for such events?
Online
Offline
58 | P a g e
8. What marketing strategy convince you to go to such events?
Advertisement on Social media
Banners / Posters
Advertisement on TV / Radio
Blogs
Emails / Landing pages
9. Do you wish an email reminder at the day of events?
Yes
No
Sponsorship Checklist
 Nivesh group (one of the leading development management group in India )
 TXB (TXB is a global decentralized or Over The Counter (OTC) market for the trading
of currencies)
 COLOR n CLASSIC (Color n Classic is a subsidiary of Cyber Security Infotech Pvt.
Ltd.)
 Worlds of Wonder (Worlds of Wonder is a world class destination in Delhi-NCR,
offering people the perfect getaway which includes international standard Adventure
Park, Water Park and Go-karting track)
 Chai Point ( CP is an Indian cafe chain specializing in retailing tea and other
refreshments)
 Events High (Event High is a dynamic company which deals with events and sponsors to
help people to conduct new events and help CSR events to explore new points)
 CLEAR TRIP (It is a travel site that provides booking services to travelers along with
travel tips through their website)
 Paytm (Paytm is an Indian payment and commerce company based out of Delhi NCR,
India)
 Radio Mirchi (India's Favourite Hindi Music Radio Station Online)

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Role of Digital Marketing in Promoting Events (SIP)

  • 1. 1 | P a g e A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF MASTERS IN BUSINESS ADMINISTRATION “EVENT MARKETING (ROLE OF DIGITAL MARKETING IN PROMOTING EVENTS)” SUBMITTED BY: ARUN GUPTA MBA (2016-18) AGBS ENROLMENT NO- A30101916065 INDUSTRYGUIDE: FACULTY GUIDE: MR. ADITYA CHAUHAN MR. ARNAB (PROJECTMANAGER) CHAKRABORTY AMITY GLOBAL BUSINESS SCHOOL, NOIDA AMITY UNIVERSITY – UTTAR PRADESH
  • 2. 2 | P a g e CERTIFICATE OF ORIGIN This is to certify that Mr. Arun Gupta, a student of Post Graduate Degree in Management, Amity Global Business School, Noida has worked in Cyber Security Infotech Pvt. Ltd., under the able guidance and supervision of Mr. Aditya Chauhan, Project Manager, Cyber Security Infotech Pvt. Ltd. The period for which he was on training was for eight weeks, starting from 16th May to 15th July, 2017. This Summer Internship report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research. Signature Signature (Mr. Arnab Chakraborty) (Arun Gupta)
  • 3. 3 | P a g e AKNOWLEGDEMENT It is not a single man’s effort which is sufficient for the accomplishment of a Research. Various factors, situations and persons integrate to provide the background for accomplishment of a task which requires the effort of so many people and this work is certainly no exception. I acknowledge here the names of those people who have been instrumental in preparation of this Research. Without their active guidance, help, cooperation & encouragement, I would not have been made headway through the conduction of a survey in my project. I am extremely thankful and pay my gratitude to my faculty guide Mr. Arnab Chakraborty for his valuable guidance, suggestion, constant support and inspiration to undertake this study and complete this research. I am also highly indebted to all of my friends and everyone who directly or indirectly helped me to complete this project report. Arun Gupta
  • 4. 4 | P a g e PREFACE It’s a great opportunity for me to complete my Master’s Degree from Amity Global Business School, Noida. In the accomplishment of this degree I am submitting a report on “ROLE OF DIGITAL MARKETING IN PROMOTING EVENTS”. Subject to the limitation of time, efforts and resources every possible attempt has been made to study the matter deeply. The whole project is measured through the questionnaire, the data further analyzed and interpreted and the result was obtained. The purpose of this report is to give a brief idea about what has been done in the summer training. This report comprises of various things and knowledge I have got during my summer internship at Cyber Security Infotech Pvt. Ltd. The objectives of preparing this report are as follows: 1. To identify the changing role of marketing from traditional marketing to the digital marketing 2. To identify the best marketing strategy for events 3. To identify the drawbacks of internet marketing compared to traditional marketing 4. To identify consumer’s interest in events
  • 5. 5 | P a g e DECLARATION I, Arun Gupta, hereby declare that the Project Report titled “ROLE OF DIGITAL MARKETING IN PROMOTING EVENTS” submitted to the Amity University, AMITY GLOBAL BUSINESS SCHOOL, NOIDA is a record of the original work done by me and no part of it has been submitted earlier for award of any degree, Post-Graduation or similar title of any other University or Institution. Date: ARUN GUPTA
  • 6. 6 | P a g e TABLE OF CONTENT S.NO TITLE PAGES 1. EXECUTIVE SUMMARY 8 2. INTRODUCTION 9 2.1 CONCEPTUAL FRAMEWORK 10-12 2.2 PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 13 2.3 RELATIONSHIP BETWEEN EVENT AND 5 P’s 14-15 2.4 EVOLUTION OF EVENT MARKETING 15 2.5 WHY EVENTS? 16-17 2.6 TYPES OF EVENTS 18-19 2.7 PLANNING EVENTS 19-22 2.8 SPONSORSHIPS 22-23 2.9 INTRODUCTION TO DIGITAL MARKETING 24 2.10 DIGITAL MARKETING VS TRADITIONAL MARKETING 25-26 3. INDUSTRY OVERVIEW 3.1 COMPANY PROFILE 27-28 3.2 SWOT ANALYSIS 29-31 3.3 GROWTH (PAST AND PROJECTION FOR FUTURE) 32-35 3.4 ISSUES AND CHALLENGES FACED BY THE COMPANY 36 4. DIGITAL MARKETING PROMOTIONAL STRATEGIES 4.1 DIGITAL MARKETING STRATEGIES 36-38 4.2 ROLE OF SOCIAL MEDIA IN PROMOTING EVENTS 39 4.3 ADVANTAGES OF DIGITAL MARKETING 40 5. RESEARCH METHODOLOGY 5.1 OBJECTIVE OF THE STUDY 41 5.2 METHODOLOGIES ADOPTED 41-42
  • 7. 7 | P a g e 6. ANALYSIS AND RESEARCH FINDINGS 6.1 PRIMARY AND SECONDARY DATA ANALYSIS 42 6.2 INTERPRETATIONS THROUGH GRAPHS 43-50 6.3 DETAILED DISCUSSION ON FINDINGS 51-53 7. RECOMMENDATIONS 54 8. CONCLUSION 55 9. BIBLIOGRAPHY 56 10. ANNEXTURE 10.1 QUESTIONNAIRE 56-57 10.2 SPONSORSHIP CHECKLIST 58
  • 8. 8 | P a g e EXECUTIVE SUMMARY The main objective of this “Role of Digital Marketing in Promoting Events” project is to collect all the necessary information related to event marketing, to outline the difference between traditional marketing and digital marketing, to understand what role can digital marketing play to promote events, to understand the consumer’s preference regarding events, to identify the drawbacks of internet marketing compared to digital marketing, to identify effective digital marketing strategies. The purpose of this study is also to have a detailed analysis about event management done by Cyber Security Infotech Pvt. Ltd. and also to understand the factors that lead towards successful events. Digital marketing has played major role in conducting many successful events. Digital Marketing strategies such as Blog posts, Social Media Marketing, Landing pages, Email- Marketing, etc. has been a key factor towards a successful event. A survey was conducted with a sample of questions related to event planning and marketing which clearly stated that traditional marketing strategies for promoting events has become outdated. The new digital marketing strategies has replaced the traditional marketing strategies to promoting events. The survey has also disclosed individual perceptions regarding events and also stated their preference towards the types of events. Keywords: Digital Marketing, Traditional Marketing, Blog posts, Social Media Marketing, Email Marketing, Landing Pages.
  • 9. 9 | P a g e INTRODUCTION Event marketing is growing at a rate far more times that of traditional advertising. Corporate sponsorships in India in 2001 were estimated at about $3.9 billion-with 65% of this total going to sports events and most of the remainder spent on sponsoring entertainment tours o-r festival and fairs. Lots of companies invest in some form of event sponsorship. If I define event marketing, it is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of Events. Event marketing is different from advertising, sales promotion, point-of-purchase merchandising, or public relations. It generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing strategies, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. Event marketing is growing rapidly because it provides companies alternatives to the grouped mass media, an ability to segment on a local or regional basis, and opportunities for reaching targeted groups whose consumption behavior can be linked with the local events. MasterCard invested about $25 million in sponsoring the nine-city World Cup soccer championship in the United States in 1994. Recently, Vivo invested about 2200 cr. in Indian Premier League this year and it captured large number of people attention to its new brand. Vivo was the title sponsor for this popular sporting event. Olympics and its renowned five rings are “The world’s most effective property” in terms of marketing tools. The Olympics sell sponsorship on a local and global basis, and every couple of year’s corporation’s line up to pay as much as $50 million to be the Lord of the rings. Event marketing is a lucrative game of “what’s in a name”, as consumers purchase the tickets and expose themselves to everything. The world of event marketing is a fast growing, high profile industry worth over $20 billion annually, and is one of the most successful marketing strategies. Event marketing integrates the corporate sponsorship of an event with a whole range of marketing elements such as advertising, sales promotion, and public relations. Corporations both large and small have grown this industry at a rate of 17 percent per year, and they have achieved a high level of success. In an effort to remain ahead of the curve, I believe it’s important to amplify the use of a digital marketing plan in event marketing. With the objective of capturing contacts and converting them - whether they are members, participants, or sponsors, objectives need to be met, and as a business running an event, a digital marketing plan can help attain those objectives. The companies are taking advantage of digital channels to boost marketing, sales, brand awareness, communication and virtually every aspects of business. The events industry is no exception with many people moving towards digital marketing tactics to successfully organize, promote and enhance the experience of events.
  • 10. 10 | P a g e Various digital marketing channels like websites, contents marketing, social media, search engines (paid/organic), email, landing pages, etc. can help an event go grand. CONCEPTUAL FRAMEWORK What is Marketing? Marketing can be defined as the process by which individuals and groups obtain what they want through creating, offering and exchanging products of value with others. The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services. The American Marketing Association has defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. Marketing is used to create, keep and satisfy the customer. All sports and recreational organizations undertake marketing, although they are often unaware that they are actually doing so. Listing in the yellow pages, telephone directory, placing information in the local newspaper, offering a discount and special offers etc. are all forms of marketing. Marketing is best identified using what are called the 4 P's or a mix of marketing: Product, Price, Promotion, and Place. 4 P’s of Marketing Starting with products, companies have many procedures they must undertake to ensure their products are ready for selling. The first stage is called the "ideation stage," where the idea for the product is conceived. Then, marketing departments usually test new product concepts with focus groups and surveys to ascertain interest levels among potential buyers. If the interest level is high, marketers may then sell products on a limited basis to track sales. If product sales are high, products are then rolled out on a national level. Before products go to the market, companies must decide what styles, sizes, flavors, and scents they should sell and the packaging designs they should use. Consumers have much input in these decisions. Price is also tested through focus groups and surveys. Companies must know the optimal price to sell their products to achieve maximum return. One way to determine price is to set it at a level comparable to competitors; that is if the company can recover all associated product expenses and still make a profit. If the company is introducing a new product that has never existed, they must determine how much the consumer is willing to pay for it. Customers will only pay so much for products. Price a product higher, and sales can drop off exponentially. Promotion pertains to brochures, ads, and information which companies use to generate interest in their products. For more complex concepts, like spas or computers, companies may promote
  • 11. 11 | P a g e their wares at trade shows. Promotions usually have two purposes: generate leads for sales reps or initiate actual purchases. Place in marketing nomenclature is the distribution. It is how and where products are sold. Consumer product companies, for example, sell to wholesalers who, in turn, sell to retailers. In the industrial market, the buying process is longer and involves more decision makers. Some companies also sell products or services on a local level, while others sell nationally and even internationally. All distribution decisions are part of the overall marketing process. Tools of Promotion  Advertising  Public Relations  Direct marketing  Word of mouth  Hospitality  Websites Advertising It is the controlled method of communicating the message. The event manager can manipulate the message. It includes the following: Give-away: Leaflets, Posters, Brochures Radio: Commercial, Community, National Internet: Web Sites, Radio Television: Cable, Free To Air, Satellite Press: Newspapers, Magazines Non-Media Alternatives:
  • 12. 12 | P a g e Outdoor Advertising, Street Banners, Aerial, Innovative. It can be done by the event manager or the advertising agency. Public Relations: Often it is part of the event manager's job to gain maximum exposure for the event. It communicates a more complex message than advertising. It is free but the event manager looses control over the result. It can be positive or negative. It is important that the event manager maintains control over as much of the public relations as possible. A thorough knowledge of the media's requirements and beneficial interaction with the media personnel are sensible methods. The PR campaign is a plan to gain maximum positive publicity for the event. For an entrepreneurial event it would include: Direct Marketing: Direct Marketing is delivering the promotional message straight to the interested individual. The basis of direct marketing is the establishment of a data sheet and a strategy to best reach those individuals. The mail out is the most common traditional method. The database can be created from previous events through competitions, guest books, inquiries, and point of sale information or just by asking the participants if they would like to receive information on other similar events. Word of Mouth: Word-of-Mouth is the most effective form of marketing. Word-of-mouth marketing (WOM Marketing) is when a consumer's interest for a company's product or service is reflected in their daily dialogs. Word-of-mouth marketing can be encouraged through different publicity activities set up by companies, or by having opportunities to encourage consumer-to-consumer and consumer-to-marketer communications. It includes buzz, viral, blog, emotional and social media marketing. Hospitality: As part of the promotion tool kit, hospitality can be powerful. The special event or festival has to promote itself to the sponsors. The dinner for sponsors, for example, can be an inexpensive way to promote the event. A tour of the site can be an effective way of promoting the event. Websites: The latest and increasingly popular method of promoting an event is to create a website. The advantage is that the site can also capture enquiries and be a point of sale for tickets. The current movement towards virtual reality sites can give the potential attendee a view of the event. The
  • 13. 13 | P a g e site can give real information, such as the program and map. Used in conjunction with another elements of the PR campaign, a web site can be used to distribute photos and press releases. It transfers the some of the cost to the customer. Blogs on websites can also be one of the most effective means of making your viewers aware about the event. PROBLEMS ASSOCIATED WITH TRADITIONAL MEDIA 1. Too much of advertisements have led to a jumbling on T.V, print and other media. This has given rise to a need for avenues, which provide exclusivity to the sponsors while not giving up the benefits of reach and impact. 2. The expanding no. of TV channels and the greater no. of programs have led to discontinuity of the viewer-ship. Hence, the need for narrow-casting of campaigns to the sharply characterized target audience. 3. Proliferation of low intensity television viewers who view a little of each channel leads to the need for capturing the complete attention of the target audience. 4. Media cost inflation – Due to rising inflation which has been dissolving the advertising budget, advertisers are demanding the beat return from each ad-rupee spent. Media planning has become more complex and therefore the need for increase the effectiveness in terms of tangible impact which can be immediately evaluated has risen. 5. Proliferation of various media channels, therefore the requirement for wise media buying.
  • 14. 14 | P a g e RELATIONSHIP BETWEEN EVENT AND 5 P’s The five Ps of marketing: product, place, people, price and promotion play an important role in Event Marketing. To successfully use Event Marketing the marketer or the event organizer must understand how Event Marketing fits together with the other parts of the marketing strategies. Kotler describes the organization’s marketing mix as controllable variables that are mixed so that the organization gets the response that they are asking for from the target market. Event Marketing fits under promotion in the marketing mix. Other marketing tools that goes under this section are advertising, sales promotion, personal sales, direct sales, public relations, and sponsoring. Event Marketing takes an imaginative mix of all the communication tools available to extend the impact of the event. Let’s discuss each in details: Product Your event is your product, so you must tailor it to the needs of the people you hope to attract. This means looking at all additional activities that might take place before, during and after the event, including pre-event media days, contests or promotions on your website and social media pages, your event-day registration process, food and beverage, gift bags, spectator activities and post-event parties, awards and recognition. Review competitive or complementary projects to see what they do in association with their events. Survey potential participants to find out what would get them to attend and what price they are willing to pay, if you are charging a fee. Price If you are charging a price or fee for your event to cover your costs or to make a profit, create a budget that details all of your expenses. Include the cost of planning and advertising the event, facility and equipment rentals, staffs, insurance, licenses, permits and fees, setup and cleanup fees, gifts, food and beverage, public address system and pre- and post-event marketing activities. Create sponsorship opportunities that help finance your costs. Subtract your anticipated sponsorship revenues, donations and desired profit from your expenses to set your price. If you are using the event as a promotional activity and won’t be charging a fee, establish prices for sponsorships that help finance your expenses. Set some of them low enough to attract sponsors that can make the event more attractive to viewers, participants or guests. This might include giving sponsorships to companies that provide free gifts for participants or invite a celebrity to the event. Promotion Use a detailed demographic profile of your target audience, choose print publications, broadcast stations and websites for advertising to your target attendees, based on what they read, watch, listen to and visit. Create public relation and social media campaign that start well before the event and continue afterward to maximize the benefit you get from the event. Promote the event
  • 15. 15 | P a g e at your business locations, asking your vendors and suppliers to do the same for you. If you have sponsors, ask them to promote your event on their websites and social media pages as well. Place Where you hold your event determines if you maximize attendance. To choose the best sites, you’ll need to use few criteria. Start by looking at venues that are best suited for your cocktail parties, media days, news conferences and the event in terms of on-site logistics. Next, consider how easy it is for your targeted audience to get to each site, considering driving time, traffic congestion and parking. Last, finish your site selection process by choosing the best locations for logistics that are easy to get to and best suit your budget. People People are the targeted customers to whom you want to approach to be the part of your event. You can target your audience according to the type of event you are planning to conduct. To market your event “people” plays a very important role. EVOLUTION OF EVENT MARKETING From its root in event planning, the event marketing industry has seen great growth in the last five years and has frequently been one of the most effective tools that marketing professionals have at their disposal in context of making a tangible connection to the current and potential customers. The increasing competitive pressures brought on by digitalization are forcing business professionals to find new ways to engage customers. Not surprisingly, experienced event marketing professionals are therefore focusing the bulk of their efforts and budgetary spend on lead generation tactics such as trade shows. While it is important to generate leads, marketing and specifically event marketing professionals cannot lose sight of the fact that the sales cycle only begins at lead generation and that current and prospective customers must also be feed even beyond purchase. Companies can benefit extremely from the deeper event marketing touch points that promote nurturing such as healing conferences that provide a controlled environment for delivering messages and closing businesses. The nurturing process will allow the customers to more effectively be filtered into the subsequent stages of the sales cycle, thus creating greater opportunities to develop into repeat customers. Event marketing has evolved over the past few years. New technology has evolved the position of the customers, consumers or buyers. Marketing is now focused on building their relationship with a company or brand. Audiences have higher expectations than previously held and are interested in being more engaged and gaining a real personal value from events. Event planners and marketers are now challenged with proving that events are valuable by offering customers a
  • 16. 16 | P a g e greater return on their investment as well as satisfying them. As more technological advances are made, they must be embraced by organizations in order to optimize customer experience before during and after events. Mobile technologies and social media continue to offer ever increasing ways to provide value to event attendees. These technologies extend the life-cycle of an event and enables marketing to be more frequent and more engaging. WHY EVENTS? 1. Brand Building  Creating awareness about the launch of new products/brand  Presentation of brand description to highlight the added features of product/services  Helping in rejuvenating brands during the different stages of product life cycle  Helping in communicating the repositioning of brands/products  Associating the brand personality of clients with the personality of target market  Creating and maintaining brand identity 2. Image Building
  • 17. 17 | P a g e 3. Focusing the Target Market  Helping in avoidance of clutter  Enabling interactive mode of communication 4. Implementation of Marketing Plan  Enabling authentic test marketing  Enabling focused sales and communication to a captive audience  Increasing customer traffic in stores  Enabling sales promotion  Help in relation building and PR activities  Motivating the sales team  Generate immediate sales  Generating instant publicity  Enabling market database assimilation, maintenance and updating
  • 18. 18 | P a g e Types of Events 1. Sporting Events Sporting events are activities involving physical exertion and skill that is governed by a set of rules or customs and often undertaken competitively. A usually challenging activity undertaken for amusement. Sporting events are held in towns, cities, states and throughout the nation. They attract international sports men & women at the highest levels. 2. Entertainment Arts and Culture Entertainment events are well known for their ability to attract large audience. This includes musical concerts, celebrity performances, movie releases, etc. 3. Commercial Marketing and Promotional Event Promotional events tend to have high budgets and high profiles. Most frequently they include product launches. The aim of promotional events is generally to differentiate the product from its competitors and to ensure that it is memorable. Medias are usually invited to these events so that both the impact and the risk are high, and success is vital. 4. Meetings & Exhibitions Meetings & conventions industry is highly competitive. Many conventions attract thousands of people, whereas some meetings include only a handful of high profile participants. 5. Festivals Various forms of festivals are increasingly popular providing a particular region for the opportunity to showcase its product. Food and wine festivals are the most common events falling under this category. Religious festivals also fall into this category. 6. Family Weddings, anniversaries, divorces, funerals etc. all provide opportunities for families together. Funerals are increasingly becoming big events with non-traditional coffins, speeches and even entertainment. It is important for the event manager to keep track of these changing social trends. 7. Fund Raising Fairs, which are common in most communities, are frequently run by interested local committees. The effort in the organization required for these events are often undervalued. As their general aim is raising funds, it is important that rides and other such contracted activities contribute to, rather than reduce, revenue.
  • 19. 19 | P a g e 8. Miscellaneous Some events ignore categorization. Potatoes, walnuts, wild flowers, roses, horses, dogs, teddy bears all provide the focus for some events. Planning Events Event planning is the process of managing a project such as meetings, conventions, tradeshows, ceremonies, team building activities, parties, or conventions. Event planning includes budgeting, establishing timelines, selecting and reserving the event sites, planning food, coordinating transportation, acquiring permits, developing a theme, arranging for activities, selecting speakers and keynotes, arranging for equipment and facilities, managing risk, and developing contingency plans. 10 Steps to Get You Started With Event Planning 1. DevelopEvent Goals and Objectives The very first step is to establish a tangible goal and objectives. (e.g., why are you organizing this event and what do you hope to achieve from this event?)
  • 20. 20 | P a g e 2. Organize a Team Any event takes a dedicated team effort to handle all of the details. Consider identifying one key Event Manager or Event Chair as well as individual Chairpersons for sub committees, such as Venue management; Speakers; Entertainment; Publicity; Sponsors; Volunteer management 3. Set a Date The date might already be pre-set for a reoccurring event, but if this is a new event, be sure to consider the following before confirming your date:  Give yourself enough time! At least, you should have 4-6 months to plan (depending on the nature of your event)  Be aware of statutory or religious holidays  Avoid school/college holiday time periods (e.g., winter, spring and summer holidays)  Check dates with key participants – e.g., artists, speakers, presenters, VIP guests, etc. 4. Brand Your Event If you want your event to stand out, you need to choose a timely and compelling theme that sets you apart from your competitors. This means that you need to come up with a dynamic overall theme and you need to take great care with the actual name – since it can be a key attention-getter, especially in online media. Brainstorm names: When you are brainstorming the event name, think about:  How is your event different from other events in your sector?  What are you hoping to convey through this event? Create a Tagline: Once you’ve come up with a name, also try to craft a tagline – a short, memorable branding slogan that describes the event.
  • 21. 21 | P a g e Design a Logo: The final step will be having a logo created to represent your event. A logo can be an effective branding tool offering immediate recognition of your event in all of your publicity and promo items (e.g., T-shirts, water bottles, bags, etc.) 5. Create a MasterPlan: This plan should encompass all aspects of the event, including:  Venue, logistics & catering management (contracts, permits, insurance, etc.)  Speakers/presenters (identifying, confirming, logistics & management)  Activities/entertainment  Publicity/promotion (online & off-line, e.g., web page & online promotion; events calendars; printed programs; media relations; signage; social media, etc.)  Registration (online sign-up, payment and tracking; on-site sign-in, etc.)  Sponsor/partner management  Volunteer management 6. Determine Administrative Processes In other words, how are you going to keep track of your planning, registration, budget, guest and speakers lists, etc.? You can easily create an event and manage your registration through online event management systems available online. 7. Identify and Establish Partnerships & Sponsors Are there organizations that you could partner with or call on for sponsorships to reduce the costs and increase potential participation? When you involve other people or groups in your event, they have a stake in helping spread the word and making the event a success. You might want to consider: Seeking corporate sponsors to fund a portion of the event. This can range from national organizations that might want to sponsor a dinner, offer a door prize or a key silent auction item, to local businesses that might be able to provide goods or services, such as flowers for the tables, gift bag items, etc. Partnering with community organizations who might be able to offer a venue or assistance with organizing or staffing an event. 8. Create a Publicity Plan Even with the most amazing speaker or entertainment line-up, you need publicity to get people in the door. Event promotion starts with the initial notice or page on your website, note in your newsletter or email to save the date, and then builds to include online and
  • 22. 22 | P a g e off-line publicity, media relations and on-going outreach to encourage registrations. And no plan is complete without the post-event Thank-You’s, sponsor acknowledgements and articles about the event’s key messages or fundraising success. 9. Establish a Budget Your budget should incorporate estimates for all of the key items identified on your Event Master Plan. Don’t forget to include any travel or accommodation costs for speakers, presenters, etc. Keep a record of all your miscellaneous expenses. 10. Determine Evaluation Process How will you determine if your event is a success? Do you measure success by the number of registrants or attendees or is it dependent on you breaking even or raising a target amount in donations? When you set your initial event goals and objectives, you should also consider how you will evaluate the event to determine success. But, if your event involves tracking, for e.g., a silent auction, then you’ll need to put some processes in place to identify goods offered in kind and funds raised at the event. By the same token, if the objective of your event is to raise awareness, you’ll have to benchmark and gather data on online social media activity/mentions etc. and offline publicity again based on your initial goals. Sponsorships Sponsoring is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as a sponsor. Sponsorship is a cash and/or in- kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship cannot communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Categories of Sponsors:  Title sponsor  General sponsor  Official sponsor
  • 23. 23 | P a g e  Technical sponsor  Participating sponsor  Informational sponsor Title sponsor is the highest status of sponsorship. It characterizes the most significant contribution to a company in organizing and hosting an event. Often the name of such sponsor is placed next to the name of competition, teams, individual athletes and is associated with it (for example, the logo of a title sponsor is placed on a uniform of sports club teams). The status of a title sponsor also allows to have a decisive voice on the issue of presence among sponsors other companies operating in the same business, the priority right to use players and coaches for conducting joint promotions, right of presence at all official events dedicated to a sports event, mandatory mentioning in all activities conducted on behalf of the team, highlighting the name of title sponsor in film credits, television programs which were created with its financial support, placement of logos and banners. General sponsor is a sponsor that makes one of the largest contributions (in absence of a title sponsor – usually more than 50% of all sponsorship funds raised) and that receives for it the right to use the image of competition as well as extensive media coverage. If necessary, the status of the general sponsor may be supplemented by the general sponsors for certain categories, as well as the main sponsor. Official sponsor is a sponsor that makes a certain part of raised funds (within 20– 25%). Typically, the given status may be granted by category ("official insurance partner", "official automotive partner", etc.). Technical sponsor is a sponsor which promotes organization of sporting events through the partial or full payment of goods and services (e.g., medical equipment, fitness, organization of transportation and lodging). Participating sponsor is a company, the sponsorship fee size of which usually does not exceed 10% of total raised funds. Informational sponsor is an organization that provides informational support through media coverage, conducting PR-actions, joint actions, etc.
  • 24. 24 | P a g e INTRODUCTION TO DIGITAL MARKETING Digital marketing (also known as internet marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In an effort to remain ahead of the curve, I believe it’s important to amplify the use of a digital marketing plan in event marketing. Whether you’re venturing into online marketing for the first time or have played here and there, a high impact digital marketing plan can have a positive impact on your bottom line ROI. Depending on your expected ROI, which can include attracting participants to the event, gaining more sponsors and exhibitors, increasing visibility and engaging with current and potential association members, your digital marketing plan must begin with the end goal and work its way up. There are many elements that come with a great digital marketing plan, so make sure you begin planning your event with the right strategy and implement the right tools well before the event date. Some of the Digital Marketing Strategies that can make your event go successful are as follows:  BUILD A CONTENT STRATEGY  IMPLEMENT SEARCH ENGINE OPTIMIZATION (SEO)  USE INBOUND MARKETING, NOT INTERRUPTION MARKETING  CREATE SOLID LANDING PAGES  FOCUS ON YOUR WEBSITE ARCHITECTURE  DEVELOP A SOCIAL MEDIA PLAN  USE ANALYTICS TO FIND OUT WHAT’S WORKING You need to get started early, well before the event. Don’t rest on your laurels, and don’t assume everyone has seen your event online. With multi-touch points, you’re making it harder for your event to go unnoticed, so be sure to use a variety of channels as suggested. This needn’t cost an
  • 25. 25 | P a g e arm or a leg, but likewise, it isn’t a straightforward process. Just like any form of digital marketing, you need to be strategic and targeted with your efforts, and once you have a select group on board, make the most of that opportunity to take your event to the next level each and every time it’s hosted. DIGITAL MARKETING VS TRADITIONAL MARKETING Below are the 10 benefits of Digital Marketing over Traditional Marketing: 1. Level playing field: Any business can compete with any competitor regardless of their size with a solid digital marketing strategy. Traditionally a smaller retailer would struggle to match the competence of the fixtures and fittings of its larger competitors. Online, a fresh well thought out site with a smooth customer journey and fantastic service is king – not size. 2. Reduced cost: Your business can develop its online marketing strategies for very little cost and can potentially replace costly advertising channels such as banners, hoardings, television, radio, magazines, etc. 3. Simple to measure: Unlike traditional methods you can see in real time what is working or what is not working for your business online and you can adapt very quickly to improve your results. For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails. 4. Real time results: You don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned. You can see the numbers of visitors to your site and its subscribers increase, peak trading time, conversion rates and much more at the touch of a button. 5. Refinement of your strategy: Basically, anything that you capture in your customer journey can be reported for greater success at the fraction of the cost of traditional marketing. After all, how annoying is it to get a couple of forms returned from a mailshot. Marketing online enables you to refine your strategy at any point in time and see the improvements or opportunities for further refinement almost spontaneously.
  • 26. 26 | P a g e 6. Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience or customers can provide significant value and lead generation opportunities. The same can be said for utilizing social media channels and personalized email marketing. 7. Far greater exposure: Hour business can be seen anywhere in the world from one marketing campaign, the cost to do this using traditional methods would be considerable. Plus once you have optimized the key word search content in your website you should see a long-term return on your investment (ROI) and will be fairly low cost to maintain your ranking. 8. Viral: How often do your sales flyers get passed around instantly by your customers and prospects? Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, just look how effective it is for sharing breaking news. If you consider the average Facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects, now imagine a number of them also like and share your message and their friends do the same? Mind blowing isn’t it. However a word of caution, bad news can travel much quicker so make sure you have a risk management strategy to tackle negative press as soon as it is circulated. 9. Not Intrusive: I know most people hate receiving sales mailshots or phone calls at inconvenient times on stuff that they have least interest in. Online people get the choice to opt in or out of communications and often it is relevant because they were the ones searching for it in the first place. Also, have you ever got frustrated receiving a regular email on a topic that interests and adds value to your life? So don’t underestimate the power of market segmentation and tailored marketing. 10. Greater engagement: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and give feedback which is visible to your market. So it doesn’t take long for good publicity to enhance the prospects of your business.
  • 27. 27 | P a g e INDUSTRY OVERVIEW COMPANYPROFILE Cyber Security Infotech Pvt. Ltd. Founded in 2012, the organization aims towards providing Information Security Services and Process Improving Consulting services. Members of CSI have attained excellence in providing end-to-end consulting services across sectors including but not limited to Banks, Airports, Finance, IT, Retails etc. With the core team comprising of domain experts with over a decade of experience, CSI help organizations to reduce risks and enhance their competitive advantage over others. CSI provide all cyber security solutions by ways of Penetration Testing and Quality Analysis of Web Based Applications and Web Infrastructures coupled with actionable reporting and patching the reported vulnerabilities. The company provides constant scanning, surveillance and guarding services for web based resources. CSI also provides an array of sophisticated and customized web security training courses.
  • 28. 28 | P a g e Following are the list of Services Offered by CSI:  Cyber Forensics  Corporate Trainings  Search Engine Optimization  Online Reputation Management  Security Operations Centre  Website Development and Management  Website Designing  Web Portal Development  Mobile App Design and Development  Event Organizing Company’s Objective: To secure, to strengthen, to simplify, CSI’s objective is to provide comprehensive web security to the users of the internet and inculcate a knowledge based culture of safe and secure use of cyber space so as to eliminate the disruptions to your business and life. The company wants to ensure that confidential information stored in websites remains confidential that people who prey on unsecured web pages are captured in our 'web security cages' and that every patron of the internet can use the web freely, without the nagging thought that his data could easily fall into the wrong hands and be abused. Company’s Vision: To create a virtual, safe and secured zone. CSI ensure to consider a world where all internet users operate on a level playing field and where no one can take advantage or be taken advantage of, by creating a safe, secure and easy to use World Wide Web. The company’s vision is to provide a cyber space free from fear of disturbances and disruptions by the unscrupulous. A world wide web devoid of the flaws of porous internet security. CSI want to provide services that make the internet a virtual utopia – a place where knowledge is nestled in a package that is beautiful yet strong, and where that knowledge is completely safe from prying eyes and devious hackers. Company’s Expertise: Complete Virtual Security. Take security to an absolute different path with Cyber Security Infotech Protection.
  • 29. 29 | P a g e SWOT ANALYSIS S.W.O.T. is an acronym for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is an organized list of your business’s greatest strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal to the company (think: reputation, patents, location). You can change them over time but not without some work. Opportunities and threats are external (think: suppliers, competitors, prices) they are out there in the market, happening whether you like it or not. You can’t change them. Existing businesses can use SWOT analysis, at any time, to assess a changing environment and respond proactively. In fact, I recommend conducting a strategy review meeting at least once a year that begins with a SWOT analysis. New businesses should use a SWOT analysis as a part of their planning process. There is no “one size fits all” plan for your business, and thinking about your new business in terms of its unique “SWOTs” will put you on the right track right away, and save you from a lot of burdens later on. To get the most complete and objective results, a SWOT analysis is best conducted by a group of people with different perspectives and stakes in your company. Management, sales, customer service, and even customers all contribute their valid insight. Moreover, the SWOT analysis process is an opportunity to bring your team together and encourage their participation in and adherence to your company’s resulting strategies. Strengths describe the positive attributes, tangible and intangible, internal to your organization. They are within your control. Weaknesses are aspects of your business that detract from the value you offer or place you at a competitive disadvantage. You need to enhance these areas in order to compete with your best competitor. Opportunities are external attractive factors that represent reasons your business is likely to prosper. Threats include external factors beyond your control that could place your strategy, or the business itself, at risk. You have no control over these, but you may benefit by having contingency plans to address them if they should occur.
  • 30. 30 | P a g e Cyber Security Infotech Pvt. Ltd. conducted SWOT analysis to identify their internal or external factors which can impact their business.
  • 31. 31 | P a g e The Strengths of Cyber Security Infotech Pvt. Ltd. include:  Quality Service  Timely delivery of projects  Team work  Clients trust The Weaknesses ofCyber Security Infotech Pvt. Ltd. include:  Lack of highly professional and experienced employees  Lack of employee motivation  Lack of coordination between sales and technical department  Lack of leadership skills in top level management The Opportunities of Cyber Security Infotech Pvt. Ltd. include:  Providing latest services that are less available in the market  Developing long term relations with the customers  Innovate as much as possible  Provide services at reasonable price or at less amount as compared to the competitors The Threats of Cyber Security Infotech Pvt. Ltd. include:  High competition in IT sectors  Latest emerging technological demands  Increasing client awareness  Updating the technologies with times
  • 32. 32 | P a g e GROWTH(PAST AND PROJECTIONFOR FUTURE) Cyber Security Infotech Pvt. Ltd. was founded by Mr. Ankit Verma in the year 2012. Miss Shobhna Saxena is the present Managing Director of the Company. The responsibility of Project Management is vested upon Mr. Ankit Chauhan who is the present Project Manager of Cyber Security Infotech Pvt. Ltd., Noida. Mr. Yogendra Chauhan is the Legal Advisor of the Company. Mr. Gurpreet Singh is the present Financial Advisor of the company. The organization aimed towards providing Information Security Services and Process Improving Consulting services. To secure, to strengthen, to simplify, CSI’s objective is to provide comprehensive web security to the users of the internet and inculcate a knowledge based culture of safe and secure use of cyber space so as to eliminate the disruptions to your business and life. The company wants to ensure that confidential information stored in websites remains confidential that people who prey on unsecured web pages are captured in our 'web security cages' and that every patron of the internet can use the web freely, without the nagging thought that his data could easily fall into the wrong hands and be abused. To create a virtual, safe and secured zone. CSI ensure to consider a world where all internet users operate on a level playing field and where no one can take advantage or be taken advantage of, by creating a safe, secure and easy to use World Wide Web. The company’s vision is to provide a cyber space free from fear of disturbances and disruptions by the unscrupulous. A world wide web devoid of the flaws of porous internet security. CSI want to provide services that make the internet a virtual utopia – a place where knowledge is nestled in a package that is beautiful yet strong, and where that knowledge is completely safe from prying eyes and devious hackers. The services provided by the company are as follows:  Security Operations Center  Online Reputation Management  Cyber Forensics  Corporate Trainings  Search Engine Marketing  Search Engine Optimization  Software Development  Mobile Apps Development  Web Designing  CMS Website Development  E-Commerce Development  Web Portal Development  Graphic Designing
  • 33. 33 | P a g e The products offered by the company are also mentioned below:  Employee Monitoring System  Hospital Management Software  School Management System  Inventory Management Software  Fee Management System  Lead Management System  Customer Relationship Management  Human Resource Management Software  Enterprises Resource Planning  Customize E-Commerce Portals Apart from the above mentioned products and services, the company is presently focusing more on organizing events to earn their brand name and value and maintaining long term relationship with their customers. CSI is also acting as event organizers and providing Event Management services. CSI adopts latest Digital Marketing strategies to promote their events and make their events go grand. Cyber Security Infotech Pvt. Ltd. has organized many events which helped them in earning brand value and also raising funds.
  • 34. 34 | P a g e DAC or Delhi Art Competition was the largest and the most prestigious art competition organized by Cyber Security Infotech Pvt. Ltd. It was a platform for creation and a unique opportunity for talented artists to have their artistic work recognized. The purpose of this events was to promote girl child education, promote clean India movement and also to promote digital India.
  • 35. 35 | P a g e Farhan live in concert was organized by Cyber Security Infotech Pvt. Ltd. The motive of organizing this event was to raise funds and earn reputation in the market. The company used all the possible digital marketing strategies to promote this event.
  • 36. 36 | P a g e Issues and challenges faced by the company Although the company Cyber Security Infotech Pvt. Ltd. is growing in their sector, but there are many issues and challenges faced by the company. Below are some of the issues and challenges I noticed while working for the company: 1. Lack of experienced employees in their technical field 2. High competition in IT sector 3. Maintaining long term relationship with clients 4. Convincing unsatisfied clients 5. Providing top quality services to the clients, etc. Digital marketing promotional strategies Whether you’re thinking of setting up your own event or you’ve taken the plunge already – at some point you MUST consider how you’re going to promote it before, during and after. Where on earth do you start? What channel do you use, and when? Whether you’re venturing into online marketing for the first time or have dabbled here and there, a high impact digital marketing plan can have a positive impact on your bottom line ROI. Depending on your expected ROI, which can include attracting participants to the event, gaining more sponsors and exhibitors, increasing visibility and engaging with current and potential association members, your digital marketing plan must begin with the end goal and work its way up. 1- BUILD A CONTENT STRATEGY Behind every great plan, there is content. But the mantra, “build it and they will come” does not apply here. In fact, creating content and just waiting for visitors to show up and engage with you will simply not happen… unless you’re a super cute kitten taking a bath on YouTube. A content strategy comes with planning and includes an editorial calendar, a social plan, engagement efforts, optimization, measuring conversions and more. If you want to ensure that your content gets seen by your target audience, then a content strategy is your best bet. So before you sit in front of your computer and start belting out article after article, you need to figure out who you’re addressing and what you plan to achieve. What are goals and KPIs? How will you measure success: Is it by gaining visibility? Increased registration at your events? Every marketing effort has to be measured. It is an essential element of any successful digital marketing plan.
  • 37. 37 | P a g e 2- IMPLEMENT SEARCH ENGINE OPTIMIZATION (SEO) In keeping with content, a solid digital marketing plan includes SEO and ensures that your content is not only reader friendly, but also search engine friendly as well. If Google can’t find your message, you can bet that no one else will, either. What makes an SEO plan a great SEO plan? A- Keyword research: Search terms of phrases that people would type into a search engine that are relevant to your event. You can use these search terms to create content or for paid advertising on search engines like Google and Bing. Where do you go for keyword research? Google Ad words, Bing Ads and Word tracker, to name a few. B- Link building: Getting other quality websites whose content relates to yours to link to a page on your website with specific keywords highlighted. For example, if your event centers on urology, then you would want a well-known urological website to link back to your event and the hyperlink would contain keywords. C- Social networking: Interact with others by sharing and creating create content through online communities like Facebook, Twitter, LinkedIn, and even forums that relate to your subject matter. It can be used to promote your brand or event, tell participants and audiences at large about your product or event, gauge what others think about your event, attract new participants, and build relationships with your existing participants. You have to make everything you do shareable. And if you want them to share it, you need to make sure they can find it with a simple search and that your content is valuable for your intended audience. 3- USE INBOUND MARKETING, NOT INTERRUPTION MARKETING Interruption marketing consists of paid ads that are found on the right-hand side at Facebook, the paid ads at the top of Google results and the sponsored hashtags (#) and accounts on the right- hand side and updates at Twitter. Ask most web users and the majority of them will tell you that they simply ignore these ads. Inbound marketing, however, works quite well, although it is more about earning people’s interest rather than buying it. It’s much better to be the first organic result on Google rather than
  • 38. 38 | P a g e one of the paid results. The former is not always easy to attain, but with the right plan of action, it is certainly doable. 4- CREATE SOLID LANDING PAGES Optimization is not strictly for content; it’s important that you optimize your website as well. Your landing pages need to be user-friendly and straight to the point. If you want to secure the most signups or registrations for your event, for example, you need to make sure that your landing page drives the right message home. This is where your unique selling proposition, a video or slideshow of images, the benefits of attending your meeting, client testimonials, and a solid call to action all come together. 5- FOCUS ON YOUR WEBSITE ARCHITECTURE The beauty of a great digital marketing plan is a great website. And what makes a great website? It’s when a visitor intuitively knows where everything can be found. I can’t tell you how often I end up on a website and have no idea where to find what I’m looking for. There needs to be a method to the madness and you always need to keep the end user in mind when putting together your website. After all, this is the first thing that people see before they opt to sign up for your event or register for your services, so you want to make sure that what they see responds to their needs and interests (e.g., professional development). 6- DEVELOP A SOCIAL MEDIA PLAN Too often, businesses think that social media requires nothing more than merely a few posts on the varying social networks and not much else, but there is a lot more to being present on social networks as an organization or conference. If you are promoting a conference, for example, you can’t simply publish the link to the registration page on Twitter every day until conference time; you need to be ever-present and engaging, making sure to answer any questions by attendees and prospects. Did you know that 42% of customers who complain to businesses on social media expect a 60-minute response time? This is because it has become the norm to receive a response in that time. You need to make sure you’re present and available to answer your participants’ inquiries. 7- USE ANALYTICS TO FIND OUT WHAT’S WORKING All of your online efforts would be useless if you didn’t measure them. You need to figure out what worked and what didn’t, and you need to leverage the numbers for your next event. Your
  • 39. 39 | P a g e event doesn’t end when it’s over; it’s a repetitive cycle that requires 365-day engagement. If you want to find out where your customers are coming from via social media or any other web marketing effort you deploy, analytics will help you decipher what works best. By regularly evaluating the results, you can figure out where your audience is and how to leverage your communication efforts. Role of social media in promoting events Events are, after all considered social. And social media has emerged as a primary tool to promote various types of event, whether it’s a conference, webinar, or fundraiser. While email remains the core promotional tool to reach previous contacts, social media is especially useful in promoting an event to new potential attendees. Publicity in traditional news media can supplement social media promotion. Event marketers typically consider Facebook, Twitter and LinkedIn as the best social media networks for promoting events. Facebook has the largest user base, an incredible 1 billion+ active users worldwide. No matter what the event, prospective attendees likely to be on Facebook. Again, event sponsors can share different types of content, including photos, videos and surveys. Twitter is especially popular among event promoters and attendees. Twitter provides a quick way to spread messages, and its hashtags help organize interests and generate conversations. It’s the most public of all major networks, since users can view content of others with requests or approvals. LinkedIn is valuable for promoting business events, such as training seminars, professional conferences, and networking gatherings. Promoters can use LinkedIn Groups through all stages of the event, including planning, promotion and post-event follow up.
  • 40. 40 | P a g e Advantages of Digital Marketing Some of the specific benefits of digital marketing include:  Cost-efficient: You can easily plan a successful online marketing strategy within your budget by the use of digital marketing that offers an inexpensive technique in comparison to other advertising channels such as radio, TV and more. A well-panned and well- managed digital marketing campaign can reach a large audience at a lower cost than the traditional marketing methods.  Better exposure: Reach numerous prospects by switching to a digital marketing campaign within a small investment. Be found where your audiences are looking for you. You will notice long term results by using digital marketing.  Save Time: Digital marketing provides real time results within no time. Time is precious for all of us, so why waste even a single second. Digital marketing gives you an opportunity to see the number of visitors to your site, what is the conversion rate, what is the peak trading time, how many subscribers have added you in a day and more.  Social currency: Digital marketing gives you a chance to create engaging campaigns using different types of media. These campaigns can go viral on social platforms, passing on from one person to another, hence gaining social currency.  Brand Building: Brand building is what every business tries to accomplish and digital marketing helps develop your brand by promoting it on several platforms, the more viral your brand goes, the more reputation your brand will earn in the eyes of search engines as well as users.
  • 41. 41 | P a g e Research Methodology Objective of the Study The objectives of this research study are as follows: 1. To identify the changing role of marketing from traditional marketing to the digital marketing 2. To identify the best marketing strategy for events 3. To identify the drawbacks of digital marketing compared to traditional marketing 4. To identify consumer’s interest in events Methodologies adopted This research was done to identify the problems and also to help solve the problems aroused. The design of the research is descriptive in nature. Descriptive research is done by the following major methods:-  Secondary data analyzed in a quantitative manner  Surveys  Panels  Observational and other data The data were collected by both survey methods as well as observational methods. Both primary and secondary data were collected for this research. For primary data information was gathered from:- o College going students o Parents o Previous event attendees of the company o Sponsors o Employees o Clients For secondary data information was gathered from:- o Internet
  • 42. 42 | P a g e o Catalogues and broachers o Company reports o Newspapers o Magazines o Blogs After collecting the data or the information it was further studied and analyzed. Analysis and Research Findings Primary and Secondary Data Analysis The present study has been undertaken to get the first hand exposure on the mindset of people towards Events and its marketing concept and their involvement in events as and when they come across, if any. A questionnaire was designed keeping in mind the requirements for study & analysis of my thesis for comparing the hypothesis with the outcome of this survey. A general survey was conducted with a sample size of 100 respondents revealed the following facts regarding the mindset of people towards the Event and its Marketing concept. The sampling technique used was simple random sampling under probability sampling techniques. This survey also gave scope to take necessary steps for organizing an event at right place, right time and in front of the right targeted audience. Event Marketing companies were also targeted and their response was also taken which added value to my study. Let’s have a look at what people feel about Events and its marketing, through graphical interpretation.
  • 43. 43 | P a g e Interpretation through Graphs Out of 100 responses, 61% respondents were male and the rest were female. The respondents were chosen randomly. It was random sampling method of choosing respondents.
  • 44. 44 | P a g e When asked, what type of events they prefer going to, the following responses were evaluated:  53% people prefer going to live concerts  32% respondents prefer going to sports related events  30% respondents prefer going to educational events  50 % respondents prefer going to entertainment events So, what I have analyzed is that people prefer going to live concerts or entertainment events the most. And it depends on the type of person or their interests. Here, age factor of the respondents also play a vital role. The age group of people who are 30+ preferred more going to educational events. While, youths prefer more going to sports and entertainment events. When asked, with whom do they prefer going to such events, the responses were as follows:  80% respondents preferred going to such events with their friends  11% respondents preferred going with their partner  Only 6% respondents preferred going to such events with their family  Only 3% respondents preferred going to such events alone or solo
  • 45. 45 | P a g e So, it can be clearly seen that people prefer going to such events more with their friends. It was strange seeing the response of only few people, 11% of them who preferred going to such events with their partners. When asked, why do they prefer going to such events, following responses were recorded:  27% respondents go to such events to go hangout  42% respondents prefer going to such events to spend quality time  41% respondents go to such events to see the talents  42% respondents prefer going to such events to learn So, it can be seen that there are mixed responses about why do people prefer going to events.
  • 46. 46 | P a g e When asked, what day they prefer going to such events? Following responses were recorded:  79 % respondents prefer going to such events in weekends  Only 21% respondents prefer going in weekdays Thus, it is clear that people prefer going to events during weekends. But there are some people who do exist who prefer going to weekdays to remain out of the crowd.
  • 47. 47 | P a g e When the respondents were asked, how often do they prefer going to such events, following responses were recorded:  52% respondents prefer going to such events every month  38% respondents prefer going to such events every quarterly  9% respondents prefer going to such events after every 6 months  Only 1% responded on going to such events annually After analyzing the responses we can see that most of the people prefer going back to such events after an interval of a months. While, some prefer going back to such events after an interval of 3 months. So, it can be analyzed that people love going back to such events very often.
  • 48. 48 | P a g e When asked, what source would they prefer buying tickets for such events, following responses were recorded:  89% respondents would prefer to buy tickets online  While, 23% respondents would prefer to buy tickets offline Thus, it can be analyzed that people are more aware of online tickets and prefer booking tickets online staying from their home. Very few people these days prefer booking tickets offline. People prefer convenience and online ticketing can be the convenient way for event lovers.
  • 49. 49 | P a g e When asked, what marketing strategies convince them to go to such events, following responses were recorded:  76% respondents are convinced by advertisements on Social Media  27% respondents are convinced by banners or posters  28% respondents are convinced by advertisements on TV or Radio  13% from blog posts  21% from emails or landing pages  1% from recommendation from friends or others Thus, we can see that most of the event lovers these days are influenced or convinced by advertisements on Social Media sites such as Facebook, Twitter, Pinterest, Instagram, LinkdIn, etc.
  • 50. 50 | P a g e When asked, if they wish an email reminder at the day of the event, following responses were recorded:  74% of respondents said yes, they wish an email reminded at the day of the events  27% of respondents did not wish to get an email reminder at the day of the event Thus, it can be clearly seen that people love to get email reminders at the day of the event. It could help them to plan their schedule for the day.
  • 51. 51 | P a g e Detailed discussion on findings Out of 100 responses, 61% respondents were male and the rest were female. The respondents were chosen randomly. It was random sampling method of choosing respondents. When asked, what type of events they prefer going to, the following responses were evaluated: • 53% people prefer going to live concerts • 32% respondents prefer going to sports related events • 30% respondents prefer going to educational events • 50 % respondents prefer going to entertainment events So, what I have analyzed is that people prefer going to live concerts or entertainment events the most. And it depends on the type of person or their interests. Here, age factor of the respondents also play a vital role. The age group of people who are 30+ preferred more going to educational events. While, youths prefer more going to sports and entertainment events. When asked, with whom do they prefer going to such events, the responses were as follows: • 80% respondents preferred going to such events with their friends • 11% respondents preferred going with their partner • Only 6% respondents preferred going to such events with their family • Only 3% respondents preferred going to such events alone or solo So, it can be clearly seen that people prefer going to such events more with their friends. It was strange seeing the response of only few people, 11% of them who preferred going to such events with their partners. When asked, why do they prefer going to such events, following responses were recorded: • 27% respondents go to such events to go hangout • 42% respondents prefer going to such events to spend quality time • 41% respondents go to such events to see the talents • 42% respondents prefer going to such events to learn
  • 52. 52 | P a g e So, it can be seen that there are mixed responses about why do people prefer going to events. When asked, what day they prefer going to such events? Following responses were recorded: • 79 % respondents prefer going to such events in weekends • Only 21% respondents prefer going in weekdays Thus, it is clear that people prefer going to events during weekends. But there are some people who do exist who prefer going to weekdays to remain out of the crowd. When the respondents were asked, how often do they prefer going to such events, following responses were recorded: • 52% respondents prefer going to such events every month • 38% respondents prefer going to such events every quarterly • 9% respondents prefer going to such events after every 6 months • Only 1% responded on going to such events annually After analyzing the responses we can see that most of the people prefer going back to such events after an interval of a months. While, some prefer going back to such events after an interval of 3 months. So, it can be analyzed that people love going back to such events very often. When asked, what source would they prefer buying tickets for such events, following responses were recorded: • 89% respondents would prefer to buy tickets online • While, 23% respondents would prefer to buy tickets offline Thus, it can be analyzed that people are more aware of online tickets and prefer booking tickets online staying from their home. Very few people these days prefer booking tickets offline. People prefer convenience and online ticketing can be the convenient way for event lovers. When asked, what marketing strategies convince them to go to such events, following responses were recorded: • 76% respondents are convinced by advertisements on Social Media • 27% respondents are convinced by banners or posters
  • 53. 53 | P a g e • 28% respondents are convinced by advertisements on TV or Radio • 13% from blog posts • 21% from emails or landing pages • 1% from recommendation from friends or others Thus, we can see that most of the event lovers these days are influenced or convinced by advertisements on Social Media sites such as Facebook, Twitter, Pinterest, Instagram, LinkedIn, etc. When asked, if they wish an email reminder at the day of the event, following responses were recorded: • 74% of respondents said yes, they wish an email reminded at the day of the events • 27% of respondents did not wish to get an email reminder at the day of the event Thus, it can be clearly seen that people love to get email reminders at the day of the event. It could help them to plan their schedule for the day. When asked, if they wish an email reminder at the day of the event, following responses were recorded: • 74% of respondents said yes, they wish an email reminded at the day of the events • 27% of respondents did not wish to get an email reminder at the day of the event Thus, it can be clearly seen that people love to get email reminders at the day of the event. It could help them to plan their schedule for the day.
  • 54. 54 | P a g e Recommendations To improve the condition of the event marketing industry and make it more professional and profitable, the following recommendations have been listed: 1. Understand the corporate objectives, target audiences, brand image and positioning clearly. 2. Don’t go overboard with your concept or preference for a certain event. 3. Conduct a situational analysis for appropriate event selection which collaborations with the company’s objective and brand personality. 4. Create extensive databases of the target consumers in order to conduct pre and post-event analysis and evaluation to check the success of the event and consumers perception, and also to assess the top of mind awareness and brand remembrance. 5. Conduct general market research to establish which parts of the program are working and which ones are not. Those in the first category should be maintained and strengthened. Those in the second should be turned down. 6. In all sponsorship activities, it is important to protect the integrity of activities being supported. If it is depreciated or its identity threatened, the sponsorship could reflect on the sponsor’s head. 7. The company should focus on both ATL-above the line advertisement and BTL-below the line advertisement. 8. More emphasis should be given on social media advertisement. Because social Medias are viewed more than any other means of advertisement. Event marketers should consider Facebook, Twitter and LinkedIn as the best social media networks for promoting events.
  • 55. 55 | P a g e Conclusion Event marketing allows a company to break through the advertising chaos and target an audience by enhancing or creating an image through an association to a particular event. Brand awareness emphasizes the product or service, and drives sales. Event marketing also offers companies the flexibility to reach specific geographic and demographic audiences. It is a benefit that allows depth of exposure, as opposed to the scope of exposure. When considering the entire sales cycle, marketing professionals must think beyond traditional methods and bring transparency and measurement to their activities in order to establish the fundamental value of their field. To answer this challenge, the event marketing industry must redefine itself to recognize the power of Digital Marketing to build deep connections, as well as also adapt events to contribute to branding in more classy ways. Social media is now a days considered as the best means of promoting or advertising any type of events. So, event organizing companies should focus more on Social Media Marketing to make their event a grand success. All the other digital marketing tools such as landing pages, blogs, designed email, etc. when implemented properly can give best results. Digital marketing is the only means of marketing where we can target our audience by knowing everything about them at minimum cost. Advertisement can be done at least possible cost and even sometimes for free. Cyber Security Infotech Pvt. Ltd. is doing the same and hence the company is making its event a grand success. Bibliography Basic Coverage o Event Management- By Lynn Van Der Wagen & Brenda R. Carlos o Principles of Marketing- By Kotler & Amstrong o Marketing Management- By Philip Kotler o Marketing is Business- By Walter E. Vieira o Digital Marketing- By Damian Ryan Websites o www.branders.com o www.scribd.com o www.viewcentral.com o www.scribd.com o www.eventmarketer.com o http://www.sensov.com/question/how-can-a-digital-marketing-plan-improve-my- event/ o www.eventbrite.com
  • 56. 56 | P a g e o www.marketo.com o www.moz.com o www.kozai.com Newspapers o Times of India o Hindustan Times Annexure Questionnaire 1. Basic information Name: Age: Gender: Email: Phone no: Occupation: 2. What type of event do you prefer going to? Live Concert Sporting Events Educational Events Entertainment Events M F Student Job Business
  • 57. 57 | P a g e 3. With whom do you prefer going to such events? Friends Solo Partner Family 4. Why do you go to such events? Hangout Spend quality time To see the talents To learn 5. What day would you prefer going to such events? Weekdays Weekends 6. How often do you want going to such events? Monthly Quarterly Half yearly Annually 7. What source would you prefer to buy tickets for such events? Online Offline
  • 58. 58 | P a g e 8. What marketing strategy convince you to go to such events? Advertisement on Social media Banners / Posters Advertisement on TV / Radio Blogs Emails / Landing pages 9. Do you wish an email reminder at the day of events? Yes No Sponsorship Checklist  Nivesh group (one of the leading development management group in India )  TXB (TXB is a global decentralized or Over The Counter (OTC) market for the trading of currencies)  COLOR n CLASSIC (Color n Classic is a subsidiary of Cyber Security Infotech Pvt. Ltd.)  Worlds of Wonder (Worlds of Wonder is a world class destination in Delhi-NCR, offering people the perfect getaway which includes international standard Adventure Park, Water Park and Go-karting track)  Chai Point ( CP is an Indian cafe chain specializing in retailing tea and other refreshments)  Events High (Event High is a dynamic company which deals with events and sponsors to help people to conduct new events and help CSR events to explore new points)  CLEAR TRIP (It is a travel site that provides booking services to travelers along with travel tips through their website)  Paytm (Paytm is an Indian payment and commerce company based out of Delhi NCR, India)  Radio Mirchi (India's Favourite Hindi Music Radio Station Online)