Marketing innovations in industry 4.0 and their impacts on events marketing

Industry 4.0 is a concept that creates the phenomenon of globalization due to technological advances, increased digitalization, and capital accumulation. This chapter presents the effects of the development process and components of the Industry 4.0 concept on event marketing. Also, it influences businesses' industrial-strength, production factors, and marketing strategies through information and communication technologies (ICTs). Various marketing innovations are offered with the positive impact of these factors on companies. These innovations create an impact on the target audience of event marketing in a way to increase social welfare. The purpose of this chapter is to create marketing innovations in the Industry 4.0 perspective and evaluate event marketing to meet the expectations of the target groups. Therefore, it is significant to create an understanding of goods and services with high added value by utilizing ICTs. © 2021, IGI Global.