In the world of brand experience, the technology that helps us to advance our narratives is evolving at breakneck speed. It seems like every week we hear about a new device or application that promises to revolutionize the industry and open new doors to engagement. For marketers, it’s a pretty wonderful time to be alive.
However, there are some who see this digital revolution as a threat to the more traditional face-to-face elements of the events industry. Nothing could be further from the truth. As always, the key to keeping up with the technological revolution is to fully embrace it, understand its potential and figure out how to properly integrate it into your larger strategy.
I really like the term “brand experience” for this reason. Strictly speaking, a brand experience is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand. What’s nice about this definition is that it doesn’t say “how” or “when” that relationship happens. It’s purposefully open-ended because the only thing that matters is that the relationship happens in the first place. How and when you get there is entirely up to you.
Start With Digital Marketing
While it’s tempting to dream big when it comes to technology, it’s important to remember that digital marketing is your workhorse. It may not be as eye-popping or headline-grabbing as a virtual reality experience, but digital marketing services are integral to the success and growth of your client’s event.
In 2016, we saw that the top five channels for marketing spend were email, social, online display and retargeting, mobile, and search. There’s a good reason for this: They all work. Email has evolved into a much smarter, more targeted channel, and more importantly, it’s a fantastic source of data. A sharp social media strategy can help you target specific demographics or interests (or even better, thought leaders) to grow awareness of and interest in your event. Display ads and search can help you find people who are looking for you (and just haven’t quite made their way to you yet). And retargeting is a handy “second chance” tool that can help you recruit users who already visited your site and failed to register.