OPTIMIZING EVENT MARKETING EFFECTIVENESS : A COMPARATIVE COMPETITOR ANALYSIS USING THE MARKETING MIX 7PS
CASE STUDY : PT. MITRA GENERASI DIGITAL
Abstract
Event marketing has become an important way to get the right people to your business and improve your brand's position in the fast-changing digital economy and business-to-business (B2B) markets. The Marketing Mix 7Ps framework, which includes Product, Price, Place, Promotion, People, Process, and Physical Evidence, is used in this study to look at the event marketing strategies of PT. Mitra Generasi Digital (MGDverse). After that, the strategies are compared to those of competitors referred to as Company A and Company B in this study. Note: The names of competitors used in this research are pseudonyms and do not represent the actual names of the companies involved. The study looks at the pros and cons of MGDverse's strategy using both qualitative data from internal documents and interviews, as well as secondary data from competitor websites and industry reports. The results show that MGDverse is very professional in terms of operations and has a wide variety of events, but its registration and promotion efforts are not as effective as its competitors', which makes it harder for people to find and attend events. The study also explores how to use platform-specific outreach and personalized messaging to get the most leads for the least amount of money (CPL), improve lead quality, and make campaigns more effective. The main suggestions are to improve digital registration integration, increase targeted promotions, tailor content for specific audiences, and strengthen one-on-one communication. These improvements could give MGDverse an even bigger edge over its competitors and help the digital marketing events market in Indonesia grow over time.
References
Akel, G. (2021). Management and Marketing Events in a Digital Era: Opportunities and Challenges.
Alexandrescu, M.-B., & Milandru, M. (2018). Promotion as a form of Communication of the Marketing Strategy. Land Forces Academy Review, 23(4), 268–274. https://doi.org/10.2478/raft-2018-0033
Balco, P. , & S. A. (2019). (2019). Impact of Automation to Event Management Efficiency.
Cinar, D. (2021). New Event Trends as a Tool of Digital Marketing Communication (pp. 216–241). https://doi.org/10.4018/978-1-7998-4954-4.ch013
Giudici, M., & Filimonau, V. (2019). Exploring the linkages between managerial leadership, communication and teamwork in successful event delivery. Tourism Management Perspectives, 32, 100558. https://doi.org/10.1016/j.tmp.2019.100558
Hulubei (Georgescu), A., & Avasilcai, S. (2020). Event-Based Marketing: A Trendy and Emotional Way to Engage with the Public (pp. 156–165). https://doi.org/10.1007/978-981-15-1564-4_16
Ihnatenko, R. V. (2022). EVENT-MARKETING AS A TYPE OF CREATIVE SOLUTION FOR MARKETING ACTIVITIES. Visnik Zaporiz’kogo Nacional’nogo Universitetu. Ekonomicni Nauki, 53(1), 107–110. https://doi.org/10.26661/2414-0287-2022-1-53-19
Kadek Wirantari, I Nyoman Rajin Aryana, I Ketut Sutama, I Gede Mudana, Made Ruki, & I Gusti Agung Bagus Mataram. (2022). Implementation of Marketing Mix to Increase Meeting Events. International Journal of Travel, Hospitality and Events, 1(2), 168–175. https://doi.org/10.56743/ijothe.v1i2.18
Kęprowska, U. (2022). Analysis of virtual event marketing opportunities. Scientific Papers of Silesian University of Technology Organization and Management Series, 2019(139). https://doi.org/10.29119/1641-3466.2022.156.16
Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The Role of Marketer-Generated Content in Customer Engagement Marketing. Journal of Marketing, 83(6), 21–42. https://doi.org/10.1177/0022242919873903
Mukherjee, S., & Shivani, S. (2013). Influence of Physical Evidence on Service Brand Image Dimensions and Brand Equity. Indian Journal of Marketing, 43(6), 15. https://doi.org/10.17010/ijom/2013/v43/i6/36389
Ovodenko, A. A., Peshkova, G. Yu., & Zlobina, O. V. (2020). Digital Evolution of Consumer Behavior and its Impact on Digital Transformation of Small and Medium Business Sustained Development Strategy. Proceedings of the 2nd International Scientific and Practical Conference on Digital Economy (ISCDE 2020). https://doi.org/10.2991/aebmr.k.201205.071
Sarlis, A. S., Sakas, D. P., & Reklitis, P. (2019). Modeling the Strategy of Digital Communications (pp. 185–193). https://doi.org/10.1007/978-3-030-16099-9_23
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Copyright (c) 2025 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
