Event Marketing Trends

The event industry is in a constant state of evolution and as such, pioneering strategies and concepts that are as successful as they are original is no easy task. The past few years has seen the rise—and proliferation—of social media and new tech tools, increased attention paid to engagement and new market segments, eco-friendly measures and sustainability, and bigger demands from event sponsors. Here are the trends event marketers are looking at right now.

Social Media & New Technology

Social media is now one of the most important tools planners and marketers can use to disseminate information about events, interact with attendees, solicit feedback, and create year-round engagement with a target audience. Additionally, new apps and emerging technology have made it easier for event and meeting planners to extend the life of their gatherings and even measure return on investment.

Our archive of social media stories can be found here; the coverage of new event and meeting technology, here.

Building Engagement

Social media may be the most popular tool to engage customers right now, but event and meeting professionals are looking at additional ways to build buzz, interaction, and loyalty from the constituents of their gatherings.

Event Sponsorship

Gone—long gone—are the days when sponsors and event hosts were content to bathe a party space in logos and consider their work done. Increasingly innovative experiential marketing, new and expanding digital platforms, and stiffer competition for sponsor dollars have given rise to a savvy set of decision makers—at brands and event hosts alike—who intend to elevate sponsors’ return on investment and build symbiotic partnerships.

Our archive of articles about integrating sponsors and selling event sponsorship can be found here.

Measuring R.O.I.

The effects of the recession remain—marketers and planners are more accountable to high-level management for every dollar spent, which makes proving return on investment (otherwise known as R.O.I.) increasingly important.

Our archive of coverage related to event R.O.I. can be found here.
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