Some Facts and Trends of Event Marketing for 2017
Here are some facts and trends related to event marketing that could be the drivers to change the industry over the next 12 months.
1. Experience Marketing
Generally, consumer trends are transforming from the enjoyment of things to the enjoyment of experiences. Marketers shall follow these trends and pay their marketing efforts in the right way, so as to connect with potential customers. Rather than showing up to events with trinkets such as t-shirts and keychains, it’s recommended to focus on giving people an experience in return for their attention.
2. Event Tech
Virtual Reality (VR) headsets are poised to attract people’s eyes at events in 2017. 72% of millennials say they would like to spend more on experiences rather than physical things. When VR is used for sponsor interaction, training, education and presentations, there would be endless possibilities. As we know, 360° video is more engaging than traditional video, and when you’re telling a great story it will work even better.
3. Improve Event ROI
ROI continues to be the most important metric for assessing the event effectiveness in 2017. However, many marketers are still unclear about how they could improve their event ROI, including the key metrics to track and the technology available to support it.
4. Power of Engagement
Event marketing is no longer about creating sales pitch opportunities. It’s about getting customers to establish a connection with a brand and foster relationships. Customers who feel emotionally connected to a brand will be more likely to make a purchase, and they may also recommend those products and services to others. Some of them will continue to be loyal to that brand in the future. This is something that has been proven for years in content marketing, and now it is coming to the event marketing niche.
5. Social Media
Social media sharing and interaction shows more value in terms of enhancing attendee experience. Creating Facebook polls is an effective way to engage users with your brand. You can also keep attendees and audience who are not present engaged during the event through Facebook Live, Instagram Stories or Periscope. Event marketing professionals are indicating the trend of live, interactive content such as Q&A’s, product demonstrations and online surveys.
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