In the advertising and marketing industry, event marketing has proved to be the fastest growing approach. Event marketers have adopted various new methods of marketing today, and video or live streaming is perhaps the trend which organizations are embracing willingly and promptly.
Event marketing in 2017 should offer a host of new varieties and flavors, owing to the fact that it has practically no prescribed rules and regulations which can confine its scope. In 2017, event marketers will be forced to come out of their traditional ways and engage with their customers through more spontaneous interactions and innovative promotional ideas.
Sharat Saran, Co-Founder and Chief Executive Officer at ON24, analyzes the shape of things to come, “Following from its rise in 2016, next year we’ll start to see marketers in both the B2B and B2C worlds really leverage live video for their initiatives – particularly those types of solutions that can provide tangible insights and data on the back end. Video had long been a black hole for data – where you don’t know how long someone watched and what they engaged in – but the latest technology shifts make it a gold mine of stats. Savvy marketers will make the move to glean invaluable intelligence from this channel, and helping transform how they engage with consumers.”
Listed are a few trends, which event marketers will be compelled to adopt in 2017:
Live video streaming
It has been estimated that livestreaming will have a very significant contribution in the field of event marketing. Video content, GIFs, and infographics have always been in the list of event marketers, but with the new livestreaming features, which Facebook, Instagram, and Twitter have introduced, event marketers will be able to generate content like never before.
The 360-degree photos and videos will not only cover their event in ingenious ways, but will also facilitate more interaction with the attendees. It can be said that by the end of 2017, the 360-degree broadcast will take the centerstage.
Integrating event marketing into social and ensuring better attendee participation
Social media campaigning is slowly making its way in becoming the center of all marketing campaigns. Today, PR, media, and social media are no longer considered as separate entities. They all form the part of one unified plan. With Snapchat, Twitter, Facebook, Instagram, and Periscope, content creation is becoming more direct and engaging. More brand awareness and event promotions are being carried out with the help of these social networking platforms. Event marketers can not just connect with their target audience, but also engage potential sponsors.
Setting up an exclusive events page, announcing event plans and schedules, uploading photographs of venues, creating a separate hashtag, leveraging the platform for ticket gateways, all this and much more, can be planned and executed with the help of social media. Marketers can also get involved with their attendees even further by engaging them in post-event experience through feedbacks and photo-sharing.
Facilitating real-time interactions with AR, VR, and AI
Augmented Reality (AR) and Virtual Reality (VR) technologies will play key roles in event marketing in 2017 by creating what is being called “Virtual Augmented Events” or simply, VE. AR and VR not only fuse the real and digital worlds, but also allow endless possibilities to explore, create, and contribute. By overlaying the digital on the real, VR and AR have revolutionized the way people attend and intermingle at events. By organizing a show or an event through VR, event marketers can cut down on the cost of their events even while ensuring that they have virtual attendance. An AR headset connected with the relevant planning software will help event marketers connect with their attendees in a unique and innovative way.
Artificial Intelligence (AI) has already established itself as the tech to watch out for in 2016. With more livestreaming, more event apps, and chatbots, the experience for the attendees becomes more personalized. In 2017, event organizers and marketers need to plan their events around AR/VR, and design novel and unique experiences for their attendees.
VR will definitely be used for powering consumer experiences that help brands stand out from their competitors and allowing for more interactions and networking opportunities.
Designing content-rich events
By making appropriate use of AI, VR, AR, live 360 broadcast, and machine learning apps, event marketers will need to work towards content-rich events. In 2017, events will have to become the unique platform for marketers to draw the attention of their prospect attendees with thought leadership content and speakers. This is what they need to chiefly work on apart from working on event locations, catering, and overall entertainment. By employing various event management tools, marketers will have to focus on analyzing data and designing better events out of them.
Thus, it can be safely said that event marketers need to combine their marketing strategies with various technologies and revolutionize the industry in 2017. With new ideas, better content, and most importantly, innovative technologies, event marketers will be able to make the most of their marketing campaigns in 2017.