The event-marketing of the future in an economically unstable environment

Abstract

The modern market of goods and services is so saturated with offers from various companies that it is becoming increasingly difficult to attract and retain the attention of consumers. Therefore, today marketers are searching for new tools to promote products and services, which would provide a sustainable result and would give the opportunity to constantly receive a positive effect through the growth of sales. Given this, the purpose of the article is to summarize approaches to understanding the essence, importance, and characteristics of the implementation of event-marketing in terms of economic instability. Both general scientific and specifically scientific methods of research were used in the work. Search engines on the analyzed problems revealed 22 scientific works for the period from 2018 to 2022. During the analysis of scientific literature, it was found that about 10 authors focus on the peculiarities of planning and implementation of event-marketing activities and their impact on the corporate culture of the company. In the results of the work, it is proved that in the last decade, such tool becomes event- marketing which is a branch of professional marketing and includes a wide spectrum of marketing actions and the actions directed on the advancement of production or service, and also on modeling of the behavior of target audience. 2022 was a year of challenges and economic imbalance for the world economy. As a result, companies are operating in an unstable environment and have to adjust to rapid changes in the external environment. Corporate events within the framework of event-marketing become a popular and quite effective way to influence the marketing environment of the company and allow to carry out a gradual promotion of the brand, the values of the company, and its ideas not only for the external audience but also for the company's employees. Moreover, measures of event-marketing can be directed not only at product promotion but also at the motivation of employees to work more effectively, to feel themselves as a part of a team, etc. In this context, event-marketing becomes a more attractive tool, as it will allow to quickly determine the conditions for further development of the company and its product, as well as to create an information occasion to attract the attention of the audience. The conclusions indicate that event-marketing is also one of the most expensive tools for product promotion, given this objective need to measure its effectiveness and efficiency using financial instruments. In general, comprehensive preparation of measures of event-marketing and a thorough assessment of its effectiveness will fully determine the prospects and scenarios of the company's behavior in the market and form the corporate culture of the company.