After holding it for 3 years, the budget for 2023 is insufficient. Ambitious in 2024 and ready to show off with events? Before that, shouldn't we first understand the new trends and directions of event marketing in 2024?
Without further ado, let's take a look!
Trend 1: Digital management of events is becoming a must
In the digital era, the digital management of events has become an irreversible trend. Digital technology has brought tremendous convenience to event management, simplifying the tedious planning process, improving communication efficiency, and optimizing the guest experience. Through the digital management platform, we can systematically collect all kinds of data before, during and after the event, which helps us to deeply understand the needs of participants and optimize the content and format of the event.
In addition, digital technology has also realized the seamless connection between offline and online activities, providing accurate data support for subsequent marketing and promotion activities.
Trend 2: The combined activity marketing strategy of large-scale potential customer incubation education in online activities, key customer incubation in offline activities, and business opportunities to promote conversion has become the standard configuration for B2B enterprises
For B2B companies, it has become a standard practice to use online events for large-scale potential cultivation and education, as well as offline activities to in-depth incubate key customers and promote business opportunities.
Through online events, companies can reach a wide range of potential customers at a lower cost and with higher efficiency, introduce them to products, solutions and corporate strengths, and build initial understanding and trust in the brand or product.
For those key customers who show high purchase intentions, they can conduct more in-depth communication and interaction through offline face-to-face activities to further understand their needs, provide personalized solutions, answer customers' doubts, enhance their purchase confidence, and promote the conversion of business opportunities.
Trend 3: Campaigns are becoming more precise, and micro-campaigns targeting segments are becoming more popular
As B2B companies continue to increase their expectations for event acquisition, the requirements for the accuracy of attendees are becoming more stringent. Micro-events for niche groups are gradually becoming a popular trend.
These small events focus on a specific target group and create a unique social and communicative experience for participants. Due to their smaller scale, these events tend to be more intimate and personalized, allowing participants to get to know each other on a deeper level and interact more.
Not only does this increase engagement and value, but it also helps drive conversions and foster brand loyalty.
Trend 4: Online + online combination events have become a more flexible and popular form of activity
In-person events will begin to recover in 2024, but online events will continue to play an important role. Therefore, the combination of online + offline activities has become a better choice, which perfectly combines the advantages of both and provides a more flexible way to participate.
Through live streaming technology, online and offline participants can participate and interact in real-time, further expanding the reach and influence of the event. In addition, this model can also provide richer event content, attract more users to participate, and promote the eventual conversion of the event.
For B2B businesses, using a combination of online and offline will be one of the keys to success in the event marketing space.
Trend 5: New technologies such as AI and AR VR are commonly used in events to improve the overall experience of events
In today's experience-first marketing environment, attendees are looking for personalized, human, and fun experiences. To this end, AI and data analysis can be used to provide a personalized event experience, from topic selection, planning to invitation writing and other details, focusing on the personalized experience of attendees.
In addition, technologies such as virtual reality (VR) and augmented reality (AR) have also brought innovation to the event experience, making the event more interesting and interactive. These innovations not only increased attendees' satisfaction, but also increased their trust and favorability towards the brand.
Trend 6: It is increasingly important to maximize the use of event content and maximize the ongoing impact of a single event
The event itself generates a wealth of valuable material, including not only speech clips and behind-the-scenes stories, but also customer testimonials and quotes, which are valuable resources for marketers to repurpose to keep audiences engaged, increase brand loyalty, and prepare for future events.
What can B2B Marketers do to address these new trends?
1.With the help of the MA platform, the digital management of activities can be realized, and the event aggregation portal will be built to bring long-tail traffic and conversion to the event
Use the easylaa event management platform to digitally manage all types of online and offline activities. From pre-conference planning, customer invitation, review, to in-meeting sign-in, interaction, and post-conference potential customer incubation, we can provide one-stop service to make the activity process more efficient. In addition, the data insights obtained through the easylaa platform can optimize the activity strategy and improve management efficiency.
If there are a large number of events, you can also build an event hub to achieve unified management, so as to attract long-tail traffic and promote long-tail conversions, creating more value for the event.
2.Enhance the accurate invitation of activities with third-party data to improve the quality and conversion rate of participants
With the help of professional third-party data service providers, you can more accurately identify and locate the target enterprises and contacts that meet the needs of the event, so as to achieve accurate invitations. In addition, through in-depth analysis of third-party data, it is also possible to better understand the needs and interests of target enterprises, optimize event content, improve attendee satisfaction and engagement, and increase conversion rates.
For example, SalesDriver has 60 million accurate enterprise data, which can help enterprises better identify target customers.
3.Enhance personalized experience with the help of content preference model + AIGC
SalesDriver's content preference model based on AI+ data can provide direction for event planning with the help of users' historical activity content and behaviors, and their content preferences.
AIGC technology is then used to provide users with personalized interactive content and follow-up messages, improve the overall personalized experience, and increase user engagement and conversion rates.
4.Rational use of the content of the event, improve the marketing effect of B2B enterprises on the first number, and enhance the brand influence
B2B enterprises should make full use of the first platform to carry out short-term marketing, and use the content of the event as an important material for secondary dissemination. Through the careful editing of speech clips, highlights, customer speeches, etc., it can be used as part of the post-conference communication, and can also be targeted to reach a wider potential user group.
These contents can not only be used as the content of the daily operation of the first number to add more value to the brand, but also can be used as an endorsement of new activities, combined with the promotion of products and services, enrich the form of communication, enhance persuasiveness, and further enhance the brand influence.
5.Improve the coverage of micro-activities through simultaneous live streaming and targeted promotion
* At the same time as the next activity is carried out, the synchronous live broadcast of social ** (such as ** account, Douyin) will be carried out, and the online part will be introduced in the on-site link, such as answering questions from netizens, etc., to promote the integration of offline activities and live broadcasts, and enrich the experience of the event.
You can also promote the event to more target users through the paid promotion of social platforms (directional information flow, targeted heating of ** number, and jitter), and increase the popularity of the live broadcast room to expand the influence of the overall event and cover more people.
In short, only by grasping new trends and applying innovative perspectives and methods can we break the traditional framework and realize the maximum value of event marketing.
In 2024, let's do it together!