| CRAFTING SUCCESS: A STRATEGIC DIGITAL MARKETING BLUEPRINT FOR SPORTS ENTERPRISES |
| Paper ID : 1525-SPORTCONGRESS |
| Authors |
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Ahmad Mahmoudi *1, زهرا اکبری2, زهرا امیری مقدم شیروان3 1AssistanAssistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.t Professor 2گرایش مدیریت رویداد ها و گردشگری ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران 3گرایش مدیریت رویداد ها و گردشگری ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران |
| Abstract |
| Introduction: Digital marketing is a pivotal factor in determining the success or failure of sports businesses, influencing their growth trajectory. Understanding and implementing an effective digital marketing model can significantly enhance the competitive edge of sports enterprises[1]. Methods: This qualitative, exploratory study utilized in-depth, semi-structured interviews with 25 experts in marketing, digital marketing, and sports management, selected through purposive sampling. Data collection continued until theoretical saturation was achieved. Thematic analysis was employed to analyze the data and develop a comprehensive digital marketing model. Results: The proposed digital marketing model for sports businesses consists of five main categories: digital interaction (user convenience, visual appeal, user engagement), digital performance analysis (market research, campaign analysis), internet marketing (content marketing, social media marketing, email marketing, organic and paid traffic, influencer marketing), digital branding (consumer experience, customer attraction, target audience), and digital planning (digital strategy, investment, and revenue). These categories encompass sixteen subcategories, forming a robust framework for sports businesses[2]. Conclusion: The findings highlight the necessity for sports business managers to adopt strategic digital marketing plans to capitalize on opportunities and mitigate challenges. This model provides a structured approach to enhance brand trust, customer satisfaction, and sustainable growth in the sports industry through targeted digital strategies[3]. |
| Keywords |
| Digital Marketing, Sports Businesses, Social Media Marketing, Digital Strategy |
| Status: Abstract Accepted (Poster Presentation) |
