DEVELOPING A DIGITAL MARKETING AND COMMUNICATION STRATEGY FOR AN ANNUAL B2B EVENT

Abstract

This study is related to the field of digital marketing and communication. The purpose of this paper is to develop a digital marketing and communication strategy for BaseN Corporation, a global full-stack IoT Operator. BaseN has established an annual event (SPIME) in 2015 and the study outlines the current situation and analyses how an effective digital marketing and communication strategy can help to bring the annual event of BaseN to global awareness and to reach iconic event status. This study outlines the different tools used in digital marketing and communication, such as Social Media, content marketing and content distribution. The frame of the present study is built using the SOSTAC, PESO and 4C’s of marketing communication model. Based on the different models and a thorough literature review, a development of a digital marketing and communications strategy was carried out. This study belongs to a qualitative type of research. The author conducted expert interviews to gain valuable insights from experts that are digitally very versatile. Both experts have over 15 years’ experience in planning and marketing massive global events. As there is presently no plan for the digital event marketing and communication, this paper will serve as a guidebook to BaseN and will outline a thorough digital marketing and communications plan that is centred around the annual SPIME event.