Організація маркетингових івентів у мережі Інтернет

Abstract

The article describes that the rapid development of digital technologies, globalization of the economy, digitization of the population, the Covid-19 pandemic, russia’s war against Ukraine and many other reasons have activated a deepened interest in finding ways of forming marketing communication in the Internet. As a result, enterprises use various marketing tools to influence the consumer audience, including event marketing tools. This research is dedicated to studying of the peculiarities of the organization and conduction of marketing events in the Internet. The prospects for the development of the event industry in the Internet were substantiated and the main trends that changed the organization and holding of online events were studied: free attendance of events with prior registration, the hybridity of the format of holding events, the use of the presence effect (holography), Face ID for contactless registration at physical events, technology development and investment in creating virtual studios for the possible participation of large number of people. The interpretation of the concept of "online marketing event" has gained further development, which includes a list of approaches to attract the target Internet audience with the aim of forming positive emotions in it. The advantages and disadvantages of holding online events are also studied in this article. A model of organizing an online event is proposed, in which the main role is focused on attracting the target audience through various online marketing tools in order to create positive emotions in the target audience and increase brand recognition among consumers and the formation of consumer loyalty. During the research, the main negative points during online events, which should be avoided, were described: it is unacceptable to follow the performance regulations, to write a lot of information in the chat, to hold online events without pauses, to use nicknames instead of real names, not to exclude third-party notifications on devices.