Traditional vs Non-Traditional Marketing Communications

• DOI: https://doi.org/10.21427/D7BV19

Abstract
This research explores marketing strategies in the events sector through professional interviews. It identifies five key themes: channels used and avoided, the future direction of marketing, time-sensitivity, integrated planning, and the specific challenges event marketers face.

Key findings point to "the changing effectiveness within traditional marketing methods." As digital marketing budgets expand, the research suggests marketers may revisit conventional communication to balance their promotional strategies.

Recommended citation
Geraghty, G. and Conway, A. (2016) The Study of Traditional and Non-traditional Marketing Communications: Target Marketing in the Events Sector. Paper presented at the 12th Annual Tourism and Hospitality Research in Ireland Conference, THRIC 2016, 16–17 June, Limerick Institute of Technology. DOI: 10.21427/D7BV19