If you want to produce great events, your marketing efforts have to be absolutely on point. We’ve gathered a few trends that we believe will shape event marketing in 2017. There is no denying that major changes have been happening in event marketing in the past few years. Many of the changes have been driven by technological advances while others have been attributed to shifts in what people want to experience when attending events. If we’re sure of one thing, it’s that there are no signs of slowing down!
Live Stream Video
User engagement has increased immensely with the launch of Facebook’s live stream feature this past year. We all knew video marketing was going to be huge but it’s on another level now. Allowing guests to interact with your video in real-time allows you to collect mass amounts of data about what is or isn’t working and having this information in real-time allows you to fix those issues in the moment rather than hearing about it post event via social media. It is said that live streaming is the future of social media. Big players such as Periscope, YouTube, and Facebook (who has made it possible for over 1 billion users to live stream with the click of a button) are going to shape the way in which brands both big and small reach their audiences.
Integrated Technology Solutions
Integrations, integrations, integrations. The trend has already taken off everywhere and it is crucial in better understanding things such as event ROI.
CRM systems and marketing automation platforms not only eliminate time-consuming workloads, they are also used to better understand event effectiveness and success. Streamlining and automating workflows allows you as an event organizer to take control of pre and post-event tasks and focus on what is happening in real-time. Zapier, a popular automation platform, minimizes the time used to tailor and personalize guest experiences and well as streamlining tedious tasks in your workflow by allowing you connect with over 500 different apps.
Proving Event ROI
How would you measure whether or not your event was successful? Do you measure the size of your entry list? The number of emails collected? Or do you measure the increase or decrease in web site traffic? Measuring event ROI isn’t an easy task and that’s because there are so many factors such as the number of user touchpoints, time decays and hard KPI’s to take into consideration. The issue is that although we live in a digital age where it’s perceived that any all online activity is tracked, due to privacy regulations and savvy, cookie clearing internet users, calculating ROI won’t always come down to a hard number. Many marketers are still unclear how they to prove their event ROI, including the key metrics to track and the technology available to do so. This is why collecting ROI data for events is going to become a multi-faceted job.
These are the trends we feel are the most likely to make a real difference in the industry this year. Did we miss something? What are your favourite trends, old and new? Leave your comments below and join the conversation!