The sea change in the meetings and events industry has put even the most seasoned marketers on their heels. It’s a new landscape, but with much more potential. So if your marketing mix doesn’t include meetings or events, you’re missing a more comprehensive channel to deliver deep engagement while reaching large audiences. Yet with uncertainty comes challenges. From in-person, virtual, and hybrid events, the key to success is having a marketing game plan to leverage all of these types of events, and that requires a new way of thinking.
Uncertainty persists but with it new opportunities
The new landscape of events continues to have the word “uncertainty” attached to it. A fact of life due to the pandemic and the variants that continue to surface. However, this means that the events channel has grown for marketers and another word is surfacing alongside the “U Word”, namely: asynchronous. Or, quite simply, an “always on” event.
The rise of digital, driven by the need for virtual spaces and hybrid experiences, drove this concept. Thinking of events as a 24-hour news channel is a drastic shift in the way marketers think, but not a bad one. Event technology now offers an opportunity for marketers to extend and deepen the experience of in-person and virtual attendees and engage attendees more seamlessly before, during, and after events. No more one-and-done, move on to the next one. Your events can now be delivered for you weeks or even months after they “end”.
Break down silos and strengthen internal partnerships
As for events, perhaps no other Marketing channel was more affected by the pandemic than by the events. When in-person events suddenly came to a halt, organizations were forced to innovate to survive. It was survival of the fittest, evolution happening in real time. Not only have organizations adapted brilliantly, but they have arguably changed the face of event marketing forever. And the days of planners and marketers working in silos are over.
Here are some reasons:
- More and more organizations claim that on-demand marketing is responsible for setting the event strategy
- In-person events are now more digitally connected
- Successful events are now the result of marketers and planners working hand in hand to deliver dynamic and engaging event experiences
taking advantage of the new event marketing opportunity requires marketers to align strategy, technology and teams to deliver the right event format (virtual, in-person, hybrid) for the right type of event (events, conferences, meetings, seminars, trainings, etc.) .) for the right audience, at the right time. good step throughout the customer journey. And that means collaboration.
A new way of thinking
With uncertainty comes the reflective action of doing things “as we have always done them”. For marketers in 2022 and beyond, this is no longer a strategy for success. In fact, for many it’s probably a recipe for failure. to prosper, marketers should integrate virtual and hybrid experiences into the existing in-person event marketing channel.
This should not be seen as a burden, but as an advantage; virtual and hybrid events improve the ability for marketers to reach and engage new, larger audiences, increase brand awareness and engagement, deliver more information, and ultimately account, to generate income. Building a programmatic events channel requires reinventing traditional roles, breaking down silos, standardizing processes, integrating dynamic data, and streamlining technology across the marketing function.
The result? Year-round commitment
Marketers spend a lot of time prepare for their events, and with this new digital landscape, planners and marketers have a great way to expand the conversation beyond a single event. All the hard work they put in isn’t just condensed into two or three days. While nothing can beat in person, increasingly, marketers must strive to build communities around events. Before, during and after. Technology makes this possible.
From pre-event chat meetings to post-event experiences, like watching sessions they may have missed on-demand or re-watching and sharing their favorite keynotes and educational sessions – “always-on” is a boon for marketers. marketing from a lead generation perspective. Of course, pre- and post-event engagement isn’t necessarily new, but it’s now both easier and more impactful.
To learn more about this topic, we encourage you to visit Cvent’s interactive hub on the New Event Marketing Opportunity.