Using Industry 4.0 Tools in the Implementation of Modern Event Marketing

People have been sharing information since ancient times. The method of transmission and communication changes concerning the environment and the needs of man. Therefore, marketing has become one of the main representatives and tools of communication in advertising. The development of technology is moving forward in various areas, so marketing communication is not lagging. Day by day, it increases the interconnection between people, companies and institutions through modern information tools. The time when marketing focused primarily on the sale of products and services has to some extent disappeared. The old way of promoting goods has become unattractive to society. Today, on the contrary, communication is advancing, the main interest of which is the feelings and emotions of consumers, and therefore it does not put profit first, but people's satisfaction. The presented article aims to increase the interest of the final consumer in the selected institution by applying a modern marketing strategy—event marketing. Within the application of event marketing, the tools Industry 4.0 were used, which use modern information systems to create a closer connection between the company and customers. For this particular application of Industry 4.0 tools and the implementation of event marketing, we chose a tour of the selected institution using a virtual tour, which should arouse customers' interest in a real visit to the institution and its services.