The role and importance of social media in promoting music festivals

Music festivals are the global phenomena which is gaining more importance through the event tourism industry. There are different types of music festivals worldwide and their number is rapidly growing. Under such circumstances, the key to success lies in the appropriate marketing strategy. Nowadays, the growing popularity of the Internet has changed the way people communicate, purchase and make decisions. All this has triggered the reinvention of the traditional marketing strategies. As the world becomes more and more connected, keeping up with the developments and trends is essential for marketers trying to reach new audiences, who are much more demanding, perceptive and fragmented. Social media marketing provides the marketers with the most important information in the marketing industry: the possibility of being completely aware of customers’ needs. By being active on the largest social media, marketers are not only able to assess the needs of the customers, but they also have easy access to the customers’ feedback – the level of their satisfaction or dissatisfaction, as well as the factors that triggers such opinion. The purpose of this paper is to highlight the importance of social media in modern marketing strategies of music festivals.