Jun 10, 2020
The second quarter of the year 2020 is here with us and while we anticipated event marketing trends that would shape 2020, the COVID-19 crisis took center stage forcing brands to rethink their marketing and event planning strategies. This year will set the pace for corporate event management trends and challenges in the years to come.
Even as the event space continues to take shape, event planners must understand that it is NOT enough to be a good event planner. One needs to fully keep up with trends, markets, and the entire event planning process. Purple Market looks forward to letting you know and learn these trends and challenges that will work to your advantage as you plan your event.
The Event Marketing 2020: Benchmark and Trends Report show that:
An overwhelming majority of event marketers (86%) believe that technology can have a major positive impact on the success of their events.
Event technology can help increase event attendance by 20%, increase productivity by 27%, and decrease costs by 20–30%.
75% of event professionals who don’t use event apps intend to adopt them.
The top 3 features that event organizers want in an event app are onsite registration 19%, registration within app 16%, and content capture 15%.
80% of professional organizers planning B2B events currently use some sort of event management software.
Hybrid Events
A hybrid event combines a "live" in-person event with a "virtual" online component. They enable participation by people who might be unable to attend physically due to travel or other elements. The report highlights technology as a major enabler in creating successful events in this day and age.
Generally, the virtual component involves an online representation of the live event. For example, online participants might have access to:
Live audio or video streaming of keynote speakers or workshops alongside their presentation material (e.g., via Ustream, Live stream, Eventials, Sonic Foundry)
Online presentations (ranging from webcasts to sharing of content via SlideShare)
Creation of a live commentary or transcript of proceedings (e.g., through Wthashtag, CoverItLive)
Online chat or discussion forum facilities (e.g., through Pathable or more conference)
Live blogs
Event photographs (e.g., via Flickr) and video (e.g., via YouTube, Vimeo, Qik)
Integration of other social media tools such as Twitter, LinkedIn, and Facebook.
Here are some of the reasons why Hybrid events are valuable
Improved ROI: Though not physically attended, it does not make them entirely free. In most cases, event marketers offer discounted rates for virtual access to your conferences, therefore, boosting event ROI. Keynote session that recorded in the process can be used to promote future events significantly lowering marketing costs.
Increased Reach: Events are more often pegged on the attendance of the right audience for it to be successful. Making your event available online increases your chances of nailing the right audience for your content.
Valuable Data: It's much easier to track event engagement through virtual conferences because every move an attendee makes is automatically archived. This information can then be used to improve event details in the future.
Data-driven Marketing
Event organizers have been capitalizing on personalizing events, by providing more curated, engaging, and successful event experiences that target a specific audience. The use of Artificial Intelligence in collecting big data has been a game-changer for marketers with the use of event apps, and social media analytics
Event personalization and marketing increase your event's value by using what you know about your attendees to your advantage like their interests, role, region, etc. Event planners can use big data to organize attendee-centric events, increase attendee engagement in real-time and deliver enhanced event experiences.
This trend is expected to grow as data collection grows and platforms become increasingly sophisticated. Online onsite registration platforms such as http://www.dijito.one/ allow for data collection and pre-event booking of guests.
AI-powered platforms automate online registration at events making them paperless zones. Data is also collected from customized event applications to personalize marketing, engagement, and follow up messaging content. Apps and software allow event participants to take part in live polls and share findings with other audiences.
This goes to show that the post-survey forms become impractical when you can use actual behavior and decision points to determine how people engage with your events, speakers, activities, and each other.
Interactive videos
Interactive videos have the capability of creating buzz and arousing interest before the event. This increases interaction while personalizing experiences as compared to old boring passive text-based content. A good example would be to create Doodly and Toonly videos or use bloggers and influencers to pass your message.
4 crucial goals to keep in mind when preparing interactive videos are to make sure they Inspire, Inform, Educate, and Entertain.
Social Media Capital
Social media has largely become an inexpensive tool to promote events as wells as gauging sentiments around your brand. Content such as the interactive videos can be shared on platforms and generating conversations through social media with the use of a Hashtag across all platforms.
In these unprecedented times, Purple Market will enable you to set sail in your event by incorporating all of the above mentioned Purple Benefits such as Online Registration, B2B Networking, Social media Capital, and Experiential Marketing while promising a high return on investment while generating revenue for even owners.
Reach out us on and we https://www.purple.market/events/ will be happy to help
