Customers navigate through their buying process across a growing array of marketing channels (digital, email, print, mobile, social). Along the way, they expect to be met with messaging and offers tailored to their unique relationship with a brand. Making this happen is the challenge of today’s revenue-minded marketer.
In-person events, which make up an average of nearly one-third of the total marketing budget, provide organizations with a unique opportunity to engage with otherwise illusive customers in a face-to-face environment. They also have the potential to generate a significant amount of data on customer demographics, activities, and interests. On the other hand, events have traditionally been hard to measure from a revenue standpoint and the attendee data difficult to capture.
Event data is being put to work.
Forward-thinking CMOs and marketing professionals are thinking differently about the role of events and evaluating how events can fit more tightly into their overall marketing approach. In doing so, marketers are taking these previously hard-to-measure activities and turning them into powerful business drivers.
When you look at the data amassed from a single conference, for example, you begin to see the opportunity. Beginning with event registration, attendee preferences, and session signups captured early on. Moving onto pre-event conversations in social, event website visits, and appointment scheduling. At the event, mobile and social participation, session content downloads, successful meetings, and interactions with sales reps. Post-event relationships that result in social reactions and conversations, website visits, sales outreach, and sign-ups for next year’s event.
Imagine if marketers could take all of this data and use it to give customers what they’re looking for–that is messages and offers that are tailored no matter which channel they happen to be involved with.
Today’s event management technology is allowing marketers to do just that. To capture the vast amount of data created through the event lifecycle and put it to work via marketing automation and CRM systems in the same way as other channels. Technology is moving events solidly into the fold of a multi-channel strategy. The tide is definitely changing. Are your events part of your multi-channel strategy? Are you putting your event data to work as a key part of your broader marketing program?