“An age is called Dark, not because the light fails to shine, but because people refuse to see it.” James A. Michener
In this era with advancement in technology it becomes imperative for the marketers to be on the same page.
The research examines a new topic i.e. ‘Schema.org’ and its importance because it has not been explored and furthermore, it is an important topic that can bring about a change in the marketing strategy of the marketers.
Moreover, the research discusses the best digital marketing channels and strategies for event organizers in Dublin. There is lack of literature and this research primarily focuses on building the theory. For this research a mixed method approach has been used .The research is exploratory as well as descriptive. The findings of both Quantitative and Qualitative have been merged to come out with final discussion.
The findings reveal that Email is the best channel followed by facebook and SMS. Surprisingly, it was found that mobile marketing is not being exploited by the event organizers. Moreover, differences in attitudes of people were noted based on gender, age and profession. In addition, a framework has provided by the researcher and it is recommended that event organizers should follow it. The findings of this research will go into the already existing pool of data and will provide reference for practitioners as well as for future researchers. Author keywords: Digital marketing