What is event in marketing automation?

Feb. 1, 2019, 1:46 p.m.

1 Answer

Feb. 1, 2019, 3:50 p.m.

When traditional advertising methods do not work, and the markets are replete with identical offers, more and more manufacturers resort to implementing their marketing strategies through event measures to promote the brand.

Event marketing is not only the organization of events but also the promotion of companies, brands, ideas. It's not only conferences, training, picnics, but also city games or team building. It is a complex mechanism of managing market processes through events - a process in which the company's goals are realized. The number of possible forms of event marketing implementation is virtually unlimited and depends on the creativity of those responsible for this plot in the company.

The purpose of event marketing is to promote the interests of the company, manipulating the behavior and opinion of the target audience.

The task of event marketing is to create a positive personal attitude towards the brand, company, to generate interest, to give him the opportunity to feel the benefits, to get real experience of communication with the product, brand.

A properly organized event is:

  • the target audience corresponding to the event was selected;
  • the event involves the participation of guests, action;
  • The event offers the benefit of the audience communicating with the product, brand.


Event marketing uses a reason - an event: real or fictional, planned or specially organized, widely known or created specifically for a specific audience. Event marketing is used by companies not so much as a tool for reminding themselves, as when a new offer of a product or service appears. When playing on a planned event, it is necessary to take into account the fact that interest in the new causes a greater response. Properly operating with all advertising means of event marketing in the aggregate, it is possible to provide benefits both for those who organize the event and for those who participate in the event.