HOW HAS THE USE OF DIGITAL STRATEGY REVOLUTIONIZED THE MUSIC FESTIVAL EVENTS INDUSTRY IN THE UK

ABSTRACT

The aim of the research is to analyse the use of digital strategy in the events industry. Digital strategy has been used in various other organisation. It has had a high success rate in most of these organisations, as it has said that there are 15% chances of an individual becoming consumer of the set product or services after it is known through digital platforms (Hudson and Hudson 2013). The use of digital strategy in the event industry is said to have made an impact especially in the music festival industry where it is now found that most music festival industry align to the digital strategy in their marketing strategy for better results. A research was carried out on this, using questionnaires, most feedback came out with the conclusion that digital strategy added to the marketing strategy in a positive way. The use of digital strategy can promote success in the event industry, specifically in the music festival industry. Also cases studies were discussed to reveal whether the use of digital strategy enable growth in the industry. It was concluded that it does enable growth when aligned with other strategy like sponsorships and traditional media. Though digital strategy is relatively new to the field it has made basic impact in growth of the industry