ONLINE SPORTS MARKETING STRATEGIES
Beth Hirschhorn
INTRODUCTION
 Based in New York City, Beth Hirschhorn divides her time
between responsibilities as an adjunct professor w...
ONLINE SPORTS MARKETING
 As such marketers need to support the event and supply their
customers and prospects with inform...
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Online Sports Marketing Strategies

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Based in New York City, Beth Hirschhorn divides her time between responsibilities as an adjunct professor with her role as executive vice president and chief marketing officer of Kaplan, Inc. A dedicated member of her field, Beth Hirschhorn has visited several universities to lecture on such topics as innovation, global branding and sports marketing.

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Online Sports Marketing Strategies

  1. 1. ONLINE SPORTS MARKETING STRATEGIES Beth Hirschhorn
  2. 2. INTRODUCTION  Based in New York City, Beth Hirschhorn divides her time between responsibilities as an adjunct professor with her role as executive vice president and chief marketing officer of Kaplan, Inc. A dedicated member of her field, Beth Hirschhorn has visited several universities to lecture on such topics as innovation, global branding and sports marketing. With numerous online and mobile platforms, opportunities to engage directly with consumers have grown exponentially but complexity has also grown and decisions for how, where and when to market must be thought through carefully. Marketers in the sports industry have a unique opportunity to connect with fans and clients during live events but marketers must realize that the star is the event, not the sponsoring brand.
  3. 3. ONLINE SPORTS MARKETING  As such marketers need to support the event and supply their customers and prospects with information, content and value-add to make the event more satisfying. Over the last several years, mobile marketing has become one of the most prominent tactics in the world. More than 3.5 billion individuals use a mobile phone or tablet, which enables sports marketers to provide unique and highly-accessible content to fans. Social media strategies can include anything from live tweeting a sports event to launching a hashtag campaign. The more organic, useful and exciting the content, the more likely consumers are to participate in such campaigns. Marketers should ask themselves before they launch a campaign: "what's in it for the fan?" to ensure that there is a reason to participate and the program won't just join the glut of hashtags out there.

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