Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
Event marketing strategies
1. Creating effective digital ecosystems:
Amplifying audience footprints through end to end digital enablement
–
Dr. Paul Frost
Event Tech Live 2015
2. In a world where online interaction has become
ubiquitous, participants at events such as this
one have an expectation of their digital
experience which both fulfills the role of
traditional media and creates an integrated
delivery method.
But getting it right ain’t necessarily easy…
6. We believe
–
Solutions should effectively link
desktop based journeys to a
mobile app which allows
attendees to participate in a
personalised experience of
the event.
7. Drive attendee engagement
from the inception of their
experience
Facilitate
networking/sharing
opportunities
Provide a full user journey
analytic picture to measure
end-to-end success
12. The average B2B
email address in
the UK receives
over 80
promotional or
newsletter
comms per day
13. This has led brands to start
innovating in their
leveraging of dedicated
Content Beacons in order to
cost effectively reach and
amplify audiences
14. What does good look like?
–
Personalised interactions…
From website
To email
To mobile app
To physical event
Adding value to base experience
15. Solving the key challenge:
Getting users to download
mobile apps
(and how brands should utilise
behavioural targeting)
16. Too often, event
marketeers resort
to “download our
app and get a free
cup of coffee” when
numbers aren’t
performing well
17. Visibility
–
From portal, to email
communications, to wider
outreach programmes,
making sure the app
download opportunity is
front and centre is critical in
ensuring the success of any
digitally augmented event
18. Pre-registration for events
allows users to manage their
programme, check out
important information (such
as venue, concessions etc) and
access features such as e-
ticketing; while this provides a
reason to visit the website
portal, intrinsically it does not
(and should not) offer a
reason to download the
mobile app
Registration & Ticketing
–
19. Encouraging uptake by
means of rewards,
competitions and games has
been proven to significantly
improve response rates, but
ultimately, are just another
glorified free cup of coffee
Incentivisation
–
20. The issue here is that none
of these emphases delivers
clear mobile app benefit
payoffs for the end user
21. Most important
user benefits
–
Research presented in the
excellent Event Bible suggests
that the following elements are
the most important benefits for
users
22. There are a number of key
takeaways from this that
resonate with our approach
23. Richer interactions add massive value
1. Outside of agenda/personalised schedule collateral, there
is quite limited levels of commonality for other feature sets
such as push notifications, maps, floor plans or session
ratings
It is our belief that this is in principle because the
information offered in typical event apps is limited and fails
to take advantage of potentially rich ways in which this
information can be presented, e.g. Interactive floor plans
24. Analytics should shape experience
2. Although personalised content within app environments is
generally considered beneficial for attendees, the limited
utilisation of analytic data to shape the overall user
experience
As mobile apps have concentrated on offering utility, it is
inevitable that these informational needs form the core of
what users expect
25. Most important
special features
–
Delivering tangible benefit for
the end user necessitates a
wider consideration of the
“Event Digital Ecosystem”
rather than a mobile app in
isolation
26. Tailored Content
–
Especially relevant for brands with disparate audiences or complex
messages, using mobile app information to identify individuals and
then present tailored content to them is perhaps the most exciting,
user-resonant way in which this sort of technology is being used to
realise user benefit
27. Tailored Content
–
Whether using conductive ink/digital signage to granularise content
being presented, crowd/flow control or recommending other parts of
an event based on their behaviours allow marketeers for the first time
to employ the kinds of data driven approaches that have become
commonplace in online environments
28. Tailored Content
–
Algorithmic collateral presentation, personalised messaging,
tailored product/service focus all help make the experience more
relevant for each individual
The same approach can also be utilised to present group/segment
level customisation, which can help reducing marketing
costs/wastage as well as improving overall campaign
effectiveness
29. The use of wider
online media channels
to maximise reach
–
30. Google Display Network
Retargeting is your friend
Low cost per click
High specificity
Can use registration portal/other owned website visit as the
basis of audience selection
31. Paid Search
PPC is also a cost effective way to reach audiences, with data
indicating that campaigns should typically focus spend from the
four week event date to deliver optimal levels of traffic and take
up
But… customer matching is the way forward
32. Google Customer Match
Allows advertisers to target individuals based on what
they know about their audiences, including:
Purchase history/conversion behaviour
Offline campaigns
Attendee/customer profiles
This approach enables brands to strengthen connections
with their known user base, tailor messaging for prospects
and leverage the significant footprint that Google provides
across its YouTube, Gmail and Search platforms
33. Google Customer Match – How it works
1. Data lists, typically comprising target email addresses,
are uploaded to the Google advertising platform in a
secure manner before the system then matches these
to Google accounts
2. Targeting can then be designed based on device of
access, relationship with the user and channel
utilisations
So known attendees to an event (who have either
registered online or have a pre-existing data
relationship with the brand) can be specifically
marketed to across their web journey
34. Google Customer Match – How it works
Once a user has registered for an event but not
downloaded the app, let’s say, their email address
can then be used to trigger dedicated ads within paid
search results, YouTube and Gmail
When accessing the web via smartphone, these ads
can also include device-marketplace appropriate calls
to action, thus maximising ease of use
Initial trialling of this approach suggests that it is the
most effective way to increase app downloads pre-
event, with a recent test indicating that Customer
Match advertising was almost 50% more effective
than email marketing
35. So in summary…
The benefits to the event organiser or attendee of digital enablement
are clear, but demonstrating/communicating these to end users is
the biggest challenge currently
A number of approaches have evolved around the development of
more effective reach and conversion strategies, including better
form design, predicate based marketing and incentivisation
36. So in summary…
Ultimately, providing in-event personalisation across channels is the
most compelling potential benefit for end users, as well as offering
further cost-saving for brands
This enriched physical presence helps augment user interaction
while not distracting from the tactile, textural, multi-sensory
opportunities afforded by experiential marketing
37. After all, who wants to create a
digital event strategy that
congregates an audience in a
specific location so they can look
at collateral on their smartphone?