Based in New York City, Beth Hirschhorn divides her time between responsibilities as an adjunct professor with her role as executive vice president and chief marketing officer of Kaplan, Inc. A dedicated member of her field, Beth Hirschhorn has visited several universities to lecture on such topics as innovation, global branding and sports marketing.

1. ONLINE SPORTS MARKETING STRATEGIES
Beth Hirschhorn

2. INTRODUCTION
 Based in New York City, Beth Hirschhorn divides her time
between responsibilities as an adjunct professor with her role as
executive vice president and chief marketing officer of Kaplan,
Inc. A dedicated member of her field, Beth Hirschhorn has visited
several universities to lecture on such topics as innovation, global
branding and sports marketing.
With numerous online and mobile platforms, opportunities to
engage directly with consumers have grown exponentially but
complexity has also grown and decisions for how, where and
when to market must be thought through carefully. Marketers in
the sports industry have a unique opportunity to connect with fans
and clients during live events but marketers must realize that the
star is the event, not the sponsoring brand.

3. ONLINE SPORTS MARKETING
 As such marketers need to support the event and supply their
customers and prospects with information, content and value-add
to make the event more satisfying.
Over the last several years, mobile marketing has become one of
the most prominent tactics in the world. More than 3.5 billion
individuals use a mobile phone or tablet, which enables sports
marketers to provide unique and highly-accessible content to
fans. Social media strategies can include anything from live
tweeting a sports event to launching a hashtag campaign. The
more organic, useful and exciting the content, the more likely
consumers are to participate in such campaigns. Marketers
should ask themselves before they launch a campaign: "what's in
it for the fan?" to ensure that there is a reason to participate and
the program won't just join the glut of hashtags out there.