Events are business-critical. It’s time your marketing acted like it.
Discover the New Event Marketing Opportunity and what it means for your business.
Why a programmatic event channel?
Depth & Breadth of Engagement
Rapid Insight into Buyers
Digital Is The Future
Why a programmatic event channel?
Depth & Breadth of Engagement
Create stronger, one-on-one connections with customers, prospects, and brand advocates. Accelerate the business cycle through face-to-face interactions.
Rapid Insight into Buyers
Digital Is The Future
Why a programmatic event channel?
Depth & Breadth of Engagement
Rapid Insight into Buyers
Get real-time, in-the-moment insights and feedback from your customers. Complete the picture of the buyer through the power of human connection.
Digital Is The Future
Why a programmatic event channel?
Depth & Breadth of Engagement
Rapid Insight into Buyers
Digital Is The Future
Programmatic event marketing strategy is already remaking the meeting and event space as we know it, and it’s just getting started.
If your marketing mix doesn't include meetings or events, you're missing a more complete channel to deliver deep engagement while also reaching large audiences.
What does this mean for the future of events, and how do you utilise them as part of your marketing strategy?
In Person Events
Hybrid Events
Virtual Events
We’re no longer bound to the four walls of the convention hall or the geography of our destination. Thanks to the acceleration of digital technologies, meetings and events can happen anytime and anywhere, paving the way to dominate your marketing budget.
A new mix of in-person, virtual, and hybrid events can be leveraged, allowing your marketing organization to reach depth and breadth of engagement under a single marketing channel.
The rise of virtual and hybrid events has led to opportunities for audience expansion, increased points of data capture, amplified digital engagement, and integrated lead scoring opportunities.
Events build a greater picture of interest in a fraction of the amount of time it takes to capture the same insight across other channels or tactics.
Break down siloed thinking
Strategy, teams, and technology were fragmented in our pre-pandemic world which was dominated by in-person events. According to a Forrester survey, 66% of event managers planned events independent of marketing campaigns. (Forrester, 2021)
The New Event Marketing Opportunity offers a path towards better alignment.
Strategy
Teams
Technology
Without a shared purpose there is no reason to collaborate, no glue to keep people working together, no alignment to be achieved. Success begins with a shared goal.
Create an experience
Event Type
An event type is a category of event created to serve an objective.
Meetings, seminars, trainings, forums, summits, conferences, and trade shows are all examples of event types.
Event Format
An event format is how your event type is delivered to meet the objective.
In the new event landscape, choose from virtual, in-person, or hybrid event formats to serve any event type.
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Experience
It starts with a goal
The new digital landscape provides an overwhelming amount of opportunity. Transform your event planning into an event marketing channel that expands your marketing mix to drive results and achieve goals.
What do you need from your Event Marketing Channel?
Reach & Engage
Attract and convert larger audiences while capturing their attention with captivating, insight-driven experiences.
Activate Data
Transform event engagement data into insights that quickly convert into revenue potential.
Agility & Scale
Accelerate program growth with streamlined, yet flexible processes that scale across teams and regions.
Let's Connect
Cvent provides easy-to-use, integrated technology solutions to maximize the impact of meetings and events of all sizes. We help organizations plan and market events, execute onsite, engage audiences, and measure and analyze results.