When I started my career in marketing, the world was a very different place.
We had no idea what “digital” was and social media wasn’t even a thing! Fast forward 20 years, and things are still changing rapidly.
In this post we will look at some of the biggest changes in event marketing today, including print vs digital engagement and automation vs personalization.
Print marketing is on the decline.
While there are still many people who prefer to read a physical copy of a magazine, newspaper, or flyer (and we will always need them), many more of us are turning to digital content for our information. Consumers are accessing their news via social media feeds and online articles.
This has led to a decline in the number of print publications being produced today and an increase in online-only publications. On the other hand, digital engagement is on the rise.
While many people still prefer to read their magazines and newspapers in print, there are more of us accessing our news online than ever before. We can now consume content from anywhere at any time—be it on our smartphones, laptops, or tablets—and we do so frequently.
The result has been a steady decline in the number of print publications being produced today. There are still plenty of people who prefer to read their magazines and newspapers in paper format, but the vast majority of us now access our news online.
Engagement is critical, but what does it mean?
Engagement is the art of creating a connection between your brand and your audience. It can be achieved through social media, email marketing, or in-person events.
Engagement isn’t just about the number of likes or followers you have. It's about creating valuable and relevant content for your audience that they actually want to read.
If engagement is critical, then it's important to understand what it means today (and what it will mean tomorrow).
The major changes happening in online marketing that are having an impact on how event pros approach engagement.
The landscape of engagement has changed dramatically in the last few years. While it’s important to keep your finger on the pulse of current trends, it’s also vital to be able to anticipate what will happen next. That way you can make sure that your event is ready for anything that comes its way.
If you’re an event professional, you’ve probably heard the word engagement thrown around quite a bit. It covers a broad range of topics, from encouraging user interaction with your brand to improving the quality of leads you’re generating.
What does engagement mean for event pros looking to improve their event marketing?
The answer is simple: Engagement means your audience cares about what you have to say. If your audience doesn’t care about what you have to say, then they won’t engage with it.
So how do you get people to care? It all starts with understanding who your audience is and learning how they want to interact with your brand. A great way to do this is by conducting some market research.
Start by asking yourself:
- Who are your customers?
- What do they want most from your event?
- How can you help them achieve their goals?
Once you know these answers, it will be easier to create content that resonates with your audience.
The next step is to figure out how they want to interact with your brand. Is it through email newsletters? Content marketing? Social media posts? Videos? Podcasts? Blogging? Or something else entirely?
The answer to this question will help you determine what kind of content you should create.
Once you have an understanding of your audience and their preferences, it’s time to start creating some content!
The best way to do this is by starting off small. Figure out what works well for your brand, then scale up from there.
Automated email campaigns are more powerful than ever.
Email is still the most effective way to reach your audience. Automated email campaigns can be sent out regularly and targeted to specific people or groups. This makes them a powerful tool to help you build your brand, as they can help you reach more people than ever before.
In 2023, automated email campaigns will also have become even more personalized, meaning that they'll be even more effective at engaging with potential leads and customers by helping them navigate your website in a way that's most beneficial for them.
Live sessions on social media are still important.
Live sessions on social media are still a vital part of your marketing strategy, but you’ll need to adjust your approach if you want to stay competitive.
For example, if your audience is looking for information about wedding planning or corporate team building events, don’t just host an event on these topics.
Instead, hold an event that takes place at a specific location (like a local coffee shop) and focuses on how those platforms can help people build their business.
This approach will let you leverage the energy of in-person interaction while also reaching people who aren't interested in attending an online conference about wedding planning.
Here are some other ways that live events have changed:
- Live events have been a great way to build trust with your audience. It’s one thing to read a blog post about how someone’s life has changed after getting married. It’s another thing entirely to meet them in person, hear their story and witness their excitement.
- Live events have helped you become an authority on your topic. People will want to learn more about you and your business after a live event, so be sure to collect their contact information at the end of the event. You can use this list for future promotions or even give them a discount code for your products.
- Live events have helped you build a community around your brand. Hosting an event is an excellent way to meet new people while also connecting with those who already know and trust you.
As with any industry, it's vital to stay on top of trends if you want to be successful in your marketing efforts.
It's no secret that online marketing is a constantly evolving field. One of the most important things you can do as an event pro is stay on top of trends, so that you're keeping up with what's happening in the industry and are prepared to capitalize on those changes.
To do this, check out our blog and don't forget to subscribe! We'll give you updates on how new technologies, platforms, and strategies are affecting different aspects of the events industry.
Conclusion
With all of these trends to look out for in the future, it can be hard not to feel overwhelmed by them. However, if you keep your eyes on the prize and maintain a positive attitude, it will be easier than ever before for you to stay ahead of the game and make sure that your marketing efforts continue to succeed!
Learn more about our annual Event Planner Expo where you can learn about the latest trends and technologies that are affecting the events industry. We'll also have a panel discussion to help you get ahead of your competitors by learning from some of the best minds on the topic!
