Digital marketing in virtual events
Tran, Dan (2021)
Tran, Dan
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120724158
https://urn.fi/URN:NBN:fi:amk-2021120724158
Tiivistelmä
Due to the impact of COVID-19, virtual events have become the new normal across all industries. However, this unique circumstance also requires attention on how to promote virtual events effectively, especially through digital marketing.
The case company in the study is Nordic Startup School, a Nordic-based accelerator that perceives virtual events as an essential part of its activities and programs. The main objective of the research is to address the importance of digital marketing and how it can be applied in virtual events. In the thesis, the author analysed the current digital marketing strategy for virtual events of Nordic Startup School, hence offering suggestions on further development.
The thesis consists of a theoretical and empirical part. The research begins with an overview of the research background, research method, and thesis structure. Based on reliable academic sources, the author studied the key principles of virtual events, the concept of digital marketing and its components, and specific marketing analysing and planning tools. The research was conducted with qualitative research methods with both primary and secondary data. The primary data was collected through a one- on-one interview and an online survey. After data collection and analysis, a digital marketing plan for Nordic Startup School was built accordingly.
The case study gave a good example of how digital marketing can be adopted and utilized to promote a virtual event. The thesis was designed for Nordic Startup School and could be a reference for other enterprises and everyone interested in the event industry.
The case company in the study is Nordic Startup School, a Nordic-based accelerator that perceives virtual events as an essential part of its activities and programs. The main objective of the research is to address the importance of digital marketing and how it can be applied in virtual events. In the thesis, the author analysed the current digital marketing strategy for virtual events of Nordic Startup School, hence offering suggestions on further development.
The thesis consists of a theoretical and empirical part. The research begins with an overview of the research background, research method, and thesis structure. Based on reliable academic sources, the author studied the key principles of virtual events, the concept of digital marketing and its components, and specific marketing analysing and planning tools. The research was conducted with qualitative research methods with both primary and secondary data. The primary data was collected through a one- on-one interview and an online survey. After data collection and analysis, a digital marketing plan for Nordic Startup School was built accordingly.
The case study gave a good example of how digital marketing can be adopted and utilized to promote a virtual event. The thesis was designed for Nordic Startup School and could be a reference for other enterprises and everyone interested in the event industry.