An examination of digital integration in event marketing on audience engagement: A case study of a tech conference in Kaduna
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- NGN 5000
Background of the Study:
Digital integration in event marketing is transforming how audiences engage with live events, particularly in the technology sector. At tech conferences in Kaduna, the fusion of digital tools such as mobile apps, live streaming, and social media platforms with traditional event elements is creating a more interactive and engaging experience. This seamless blend allows attendees to access real-time updates, participate in virtual Q&A sessions, and share their experiences online, thereby extending the event’s reach beyond the physical venue (Ogun, 2023). The integration of digital technologies facilitates personalized interactions, enhances networking opportunities, and fosters a community of tech enthusiasts. As consumer behavior increasingly shifts towards digital engagement, event organizers are compelled to adopt innovative approaches that leverage technology to amplify audience participation. This study examines how digital integration in event marketing influences audience engagement at a tech conference in Kaduna, focusing on the interplay between physical and digital experiences and their impact on overall event satisfaction (Adeniyi, 2024).
Statement of the Problem
Despite the widespread adoption of digital integration in event marketing, there is limited research on its specific impact on audience engagement at tech conferences in Kaduna. Organizers face challenges in measuring the effectiveness of digital tools and determining which integrations contribute most to enhancing participant interaction. The absence of robust metrics for evaluating digital engagement complicates the assessment of these strategies, hindering efforts to optimize event experiences. This study aims to bridge this gap by systematically analyzing the role of digital integration in driving audience engagement (Chukwu, 2023).
Objectives of the Study
To examine the impact of digital integration on audience engagement at tech conferences.
To identify key digital tools that enhance interactive participation.
To evaluate the overall effect of digital enhancements on event satisfaction.
Research Questions
How does digital integration affect audience engagement at tech conferences in Kaduna?
Which digital tools most effectively drive interactive participation?
What is the impact of digital enhancements on overall event satisfaction?
Significance of the Study
This study provides valuable insights into the role of digital integration in event marketing, offering practical recommendations for tech conference organizers to enhance audience engagement. The findings will support the design of more interactive and digitally enriched events that resonate with modern consumers (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to evaluating digital integration at a tech conference in Kaduna, Nigeria, and does not extend to other industries or regions.
Definitions of Terms
Digital Integration: The incorporation of digital tools and platforms into traditional event marketing strategies.
Audience Engagement: The level of interaction and participation by event attendees.
Tech Conference: An event focused on showcasing technological innovations and industry trends.
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