Modeling the Strategy of Digital Communications

Apostolos S. Sarlis (), Damianos P. Sakas and Panagiotis Reklitis
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Apostolos S. Sarlis: University of Peloponnese
Damianos P. Sakas: University of Peloponnese
Panagiotis Reklitis: Technological Educational Institute of Central

A chapter in Strategic Innovative Marketing, 2019, pp 185-193 from Springer

Abstract: Abstract With the unprecedented strength held by the consumers, marketers seek the opportunity to come into contact with the customers. In addition, considering the facilitation of communication, the event industry rose significantly in recent years. The Digital Business Transformation has come to stay, forcing each company to adapt to the digital era. Moreover, the introduction of Web 2.0 technology and consequently of the social networking sites, provide countless opportunities for businesses to target and attract the right audience in order to conduct an event successfully. Although the events hold a little time, preparation and post-event awareness takes in overall much longer. However, considering the success of the event, someone unintentionally asks, which might be the strategy that needs to be followed in social media and how the results are predicted and optimized. This research paper analyses and merges the components of the social media promotion in conjunction with the needs of an event. The overall social media strategy will be defined, in order to build a dynamic simulation model which optimizes the results but also provides a risk-free environment to promote the event through this strategy with a well-defined budget.

Keywords: Digital marketing; Social media; Digital communications; Event marketing; Dynamic simulation modeling; iThink (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-16099-9_23

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DOI: 10.1007/978-3-030-16099-9_23

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