Abstract:
© Springer Nature Switzerland AG 2020. The study considers evaluation of event marketing in IT companies. The competitiveness of IT companies differs from the competitiveness of manufacturing companies: The quality of services provided, innovation, security, flexibility. Tele2 Telecommunications Company has gained popularity due to a non-standard approach to business, a well-thought-out marketing strategy, accounting and anticipation of customer needs. The authors analyzed the existing evaluation methods of event marketing in IT companies and substantiated quantitative methods based on the results of surveys before and after the event, which makes it possible to most accurately show the degree of influence of event marketing on customer loyalty. This mechanism is aimed at attracting the target audience, the intensive development of IT companies and infrastructure development. The existing methodologies evaluate the communicative or only economic effect. Therefore, it is proposed to use a generalized method that allows determining each of the stages of marketing communications in event marketing and, if necessary, make appropriate adjustments. The method proposed quantitative indicators for evaluation of event marketing, and the results are evaluated in certain periods.
