Mobile Marketing for Event Management A Study on In-App Advertising
ABSTARCT :
In today’s fast-paced digital world, mobile marketing has emerged as an indispensable tool for businesses and organizations aiming to reach and engage their target audiences effectively. The event management industry, characterized by its dynamic and time-sensitive nature, has particularly benefited from the innovative approaches offered by mobile marketing strategies. Among these, in-app advertising has gained prominence as a powerful channel to communicate directly with potential event attendees through mobile applications. In-app advertising refers to promotional messages delivered to users within mobile apps, leveraging the high engagement and personalized nature of these platforms. This form of advertising offers event managers the opportunity to target specific user groups based on their interests, location, and behavior, thereby increasing the likelihood of attracting a relevant audience to their events. Mobile devices have become ubiquitous, and their constant presence in users’ lives creates a unique environment for real-time communication and interaction.
Consequently, event organizers can use in-app ads to not only promote upcoming events but also provide updates, reminders, and exclusive offers, enhancing the overall event experience. Furthermore, the integration of mobile marketing into event management addresses key challenges such as last-minute changes, fluctuating attendee numbers, and the need for instant feedback. By leveraging in-app advertising, event managers can optimize promotional budgets, achieve higher conversion rates, and gain valuable insights into user engagement through tracking and analytics. This study explores the strategic role of mobile marketing within the event management sector, focusing specifically on the effectiveness, benefits, and limitations of in-app advertising. It investigates how in-app advertising campaigns are designed, implemented, and measured to maximize attendance and participant satisfaction.
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