On Digital Marketing Communications in Road Race Events:A Case of the 2024 Wanfenglin Marathon in Qianxinan Prefecture
In recent years,Qianxinan Prefecture has taken outdoor sports events as an opportunity to integrate sports competitions into the framework of regional tourism promotion,and demonstrated the relationship between sports events and regional dynamic development.But the marketing effect of the event was not satisfactory.Effective digital marketing for road race events requires expanding marketing boundaries,updating channels,and employing synergistic government efforts and data-driven personalization.Taking the 2024 Wanfenglin Marathon as an example,marketing data has been analyzed in the article.There are many problems:mixed information from multiple participants,superficial digital marketing strategies,poor social media activation,and inadequate use of big data.Recommendations include improving digital marketing positioning,cultural value dissemination,user participation experience and personalized precision marketing are suggested for promoting sports events,driving economy and realizing the organic linkage between sports,culture and urban branding.
digital marketing communicationroad race eventssocial mediapersonalized marketingbig data analysis
NETL
NSTL
万方数据
