The Future of Digital Marketing in Event Management

The Future of Digital Marketing in Event Management

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Digital marketing is the use of online platforms and channels to promote products, services, or events to potential customers. It is a vital tool for event management, as it helps to create awareness, generate leads, and increase engagement among the target audience. 

However, digital marketing is not static; it evolves constantly with new trends, technologies, and strategies. 

So, in this blog, we will explore the future of digital marketing in event management, and how it can help to create memorable and successful events.

The Future Landscape of Digital Marketing in Event Management

Image Source: SuperOffice

As you can see in the above image, digital marketing benefits businesses in many ways. The image states that some of the top benefits include improving operational efficiency by 40% and meeting changing customer expectations by 35%. Digital marketing can also help to reduce product development costs by 24% and introduce new. In the future, it will become even more important. 

So, let’s talk about what you can expect to watch for digital marketing in event management in 2024. 

Virtual and Hybrid Events Will Become More Popular and Interactive

“One of the major impacts of the COVID-19 pandemic on the event industry was the shift from physical to virtual events, as social distancing and travel restrictions made it impossible to host large gatherings,” says Alex Begum, San Antonio Injury Lawyer at VB Law Group.  

However, even after the pandemic is over, virtual and hybrid events (which combine physical and virtual elements) will continue to be popular and attractive for both organizers and attendees. This is because virtual and hybrid events offer many benefits, such as. 

• Lower costs and environmental impact, as they reduce the need for travel, accommodation, and venue rental.

• Wider reach and accessibility, as they allow people from different locations and time zones to participate and interact.

• Higher flexibility and customization, as they enable organizers to tailor the content and format of the event to the preferences and needs of the audience.

• More data and feedback, as they provide organizers with valuable insights and analytics on the behavior and satisfaction of the attendees.

To make virtual and hybrid events more engaging and interactive, digital marketers and event managers will have to leverage various online tools and platforms, such as.

• Digital marketers and event managers need to use live streaming and video conferencing to deliver high-quality audio and visual content and facilitate real-time communication and collaboration, adds Eran Mizrahi, CEO of Ingredient Brothers. 

• Social media and chatbots to create online communities and conversations and provide instant support and information.

• Digital marketers need to use gamification and VR/AR to enhance the immersion and fun of the event and create a sense of presence and connection.

• AI and personalization to optimize the user experience and offer relevant and customized recommendations and suggestions.

Content Marketing and Influencer Marketing Will Become More Important and Effective

“The best thing you can see in the future of digital marketing in event management is that content marketing and influencer marketing will become more important and effective strategies to attract and retain the audience,” adds Matt Russell, Founding Partner of Russell and Hill.  

Content marketing is the creation and distribution of valuable and relevant content, such as blogs, podcasts, videos, or ebooks, to educate, entertain, or inspire the audience and build trust and loyalty. 

Martin Seeley, CEO of Mattress Next Day, shares “Influencer marketing is the collaboration with influential people, such as celebrities, experts, or bloggers, who have a large and loyal following on social media or other platforms to endorse or promote the event or the brand.”

Content marketing and influencer marketing will become more important and effective because.

• Content marketing and influencer marketing help to increase the awareness and visibility of the event or the brand, as they reach a large and diverse audience and generate organic traffic and word-of-mouth, shares Nathan Brooks, Accessibility and Safety Consultant at Walkintub. 

• They help to establish the credibility and authority of the event or the brand, as they showcase the expertise, value, and quality of the content or the influencer.

• Influencer marketing helps to influence the decision and behavior of the audience, as they provide useful and persuasive information and testimonials that motivate the audience to take action, says Alex Taylor, Head of Marketing at CrownTV. 

To make content marketing and influencer marketing more successful, digital marketers and event managers will have to. 

• Create and share original and engaging content that matches the interests and needs of the audience and the goals and objectives of the event or the brand.

• Digital marketers need to Identify and partner with relevant and reputable influencers who have a strong connection and influence with the target audience and share the same vision and values as the event or the brand, adds Theo de Vries, CEO of The Diamond Rehab Thailand. 

• Event managers will have to measure and analyze the performance and impact of the content and the influencer, using various metrics and tools, such as views, likes, comments, shares, conversions, or ROI, says Ali Nahhas, Owner of Aladdin Houston. 

Data-Driven Marketing and Event Design Will Become More Essential and Sophisticated

“The big prediction for the future of digital marketing in event management is that data-driven marketing and event design will become more essential and sophisticated,” says Janet Sifers, Marketing Manager at LeaseAccelerator. 

Data-driven marketing and event design are the use of data and analytics to plan, execute, and evaluate marketing and event strategies and activities — based on the evidence and insights derived from the data. 

Data-driven marketing and event design are essential and sophisticated because. 

• Data-driven marketing and event design help to understand and segment the audience, as they provide detailed and accurate information on the demographics, behavior, preferences, and feedback of the audience, adds Gerrid Smith, CMO of Joy Organics. 

• They help to optimize and improve the marketing and event tactics, as they enable testing, experimentation, and adaptation of the marketing and event elements, such as the content, format, channel, or timing.

• Event design helps to demonstrate and communicate the value and impact of the marketing and event outcomes, as they quantify and visualize the results and achievements of the marketing and event goals, such as attendance, engagement, satisfaction, or revenue, says Barry Conybeare, Michigan Accident Lawyer at Conybeare Law Office. 

To make data-driven marketing and event design more effective and efficient, digital marketers and event managers will have to.

• Collect and integrate data from various sources and platforms, such as the website, social media, email, or mobile app, using various methods and tools, such as surveys, cookies, or QR codes, explains Sal Giani, Marketing Manager at CodeCorp.

• Analyze and interpret data using various techniques and tools, such as descriptive, predictive, or prescriptive analytics, or dashboards, or reports.

• Marketers will have to act and implement data-driven decisions and actions, using various approaches and tools, such as automation, personalization, or optimization, says Danny Jay, Marketing Director at SOLVED Consulting. 

Social Media Marketing and Event Marketing Will Become More Integrated and Collaborative

“Social media marketing is the use of social media platforms, such as Facebook, Twitter, Instagram, or LinkedIn, to connect and communicate with the audience and promote the event or the brand,” says Corey Longhurst, Head of Growth at LegalOn.  

Event marketing is the use of events, such as webinars, workshops, or contests, to showcase the event or the brand and generate leads and conversions. 

Social media marketing and event marketing will become more integrated and collaborative because. 

• They help to create and maintain a strong online presence and reputation for the event or the brand, as they enable consistent and frequent interactions and engagements with the audience and the stakeholders.

• Social media marketing and event marketing help to amplify and extend the reach and impact of the event or the brand, as they encourage the audience and the influencers to share and spread the word about the event or the brand on their own networks and platforms, shares Saba Mobebpour, CEO at DropGenius. 

• They help to foster and nurture a loyal and active community around the event or the brand, as they provide opportunities and incentives for the audience to participate and contribute to the event or the brand.

To make social media marketing and event marketing more integrated and collaborative, digital marketers and event managers will have to.

• Create and implement a coherent and comprehensive social media and event marketing strategy and plan, that aligns with the vision and mission of the event or the brand and the expectations and needs of the audience.

• Choose and use the most suitable and effective social media and event marketing platforms and tools, that match the characteristics and preferences of the audience and the features and benefits of the event or the brand.

• Markets will have to monitor and evaluate the performance and feedback of the social media and event marketing activities and campaigns, using various metrics and tools, such as impressions, reach, engagement, sentiment, or ROI, says William Westerlund, Marketing Manager at Suptask. 

Email Marketing and SMS Marketing Will Become More Personalized and Responsive

Email marketing and SMS marketing are the use of email and SMS messages, respectively, to send relevant and timely information and offers to the audience and persuade them to take action, adds Khashayar Shahnazari, Chief Executive Officer at FinlyWealth. 

Email marketing and SMS marketing will become more personalized and responsive because. 

• They help to build and strengthen the relationship and trust with the audience, as they provide personalized and customized messages that address the specific interests and needs of the audience and show appreciation and recognition.

• Email marketing and SMS marketing help to increase the conversion and retention rates of the audience, as they provide responsive and interactive messages that deliver clear and compelling calls to action and provide easy and convenient ways to respond and act, explains Jack Babola, Senior Associate at Ultahost. 

• They help to enhance the customer service and satisfaction of the audience, as they provide prompt and helpful messages that answer the questions and concerns of the audience and provide support and solutions.

To make email marketing and SMS marketing more personalized and responsive, digital marketers and event managers will have to.

• Collect and segment the audience data, such as the name, email, phone number, location, behavior, or preferences of the audience, using various methods and tools, such as forms, surveys, or CRM systems.

• Craft and send personalized and responsive messages, using various techniques and tools, such as segmentation, personalization, automation, or A/B testing.

• Track and optimize the email and SMS marketing campaigns, using various metrics and tools, such as open rate, click rate, bounce rate, or conversion rate.

Final Thoughts

The future of digital marketing in event management is bright and promising. Sumeer Kaur, Founder of Anarkali, explains, “Digital marketing offers many benefits for event organizers, such as reaching a wider audience, increasing engagement, creating personalized experiences, and measuring the impact of their events.” 

Some of the trends we can expect to see in the future of digital marketing in event management are: 

• Virtual and hybrid events will become more popular and interactive.
• Content marketing and influencer marketing will become more important and effective.
• Data-driven marketing and event design will become more essential and sophisticated.
• Social media marketing and event marketing will become more integrated and collaborative.
• Email marketing and SMS marketing will become more personalized and responsive.

These five trends will change the future of digital marketing in event management.

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