“An event’s success is defined by people: the organisers, the exhibitors, and the attendees.”
B2B event organisers have never had more digital marketing choices. While exciting, the level of complexity involved in designing a best practice digital strategy that is tried-and-tested, agile and maximises the latest trends has never been greater.
The sole objective of a best practice digital event marketing strategy is to deliver the highest returns for the lowest budget. To achieve this it must mirror the digital behaviour of your prospects, focus on your highest converting channels, deliver high levels of personalisation, and be underpinned with absolute attribution clarity, analysis and data.
Ten reasons you may need to review or renew
your digital event marketing strategy:
You do not have clear insight into your overall digital performance
You feel you should be getting a higher return on your digital marketing budget
You are unable to calculate cost-per visitor or attendee with accurate attribution
Your previously high performing channels are losing their effectiveness
Your email, digital and paid marketing are not personalised to specific audience personas
Your returning visitors are not converting or registering
You are still calculating attribution solely on
You feel you are not being agile, by continually testing channels, creative, copy, registration pages, etc.
Your mobile traffic is not converting at the same rate as your desktop traffic; you are not delivering a digital marketing strategy that is optimised for mobile
You need to overcome or counter the decline in marketing performance due to GDPR and
All best practice digital marketing strategies must be built on top of a perfectly set up data and analytics foundation. Once this key layer of your digital marketing stack is correctly optimised you can successfully layer and measure the other key components that will combine to create a best practice.
More often than not the digital event marketing strategies I see built on a foundation of analytics and data are generally on track, however, the biggest challenge for B2B event marketers is making sure their analytics/data stack is correctly listening and measuring all the other digital components that make up an awesome strategy. Without a great Data Analysis and Measurement foundation, your strategy is not a strategy, it’s guesswork.