A few years back if the exponential growth in the marketing technology could have been described by the marketers then their feelings could be expressed by making the use of certain adjectives like paralyzed, anxious and overwhelmed.
But in the marketing ecosystem if we have to do revenue marketing, demand generation, cross-channel marketing and unification then these technologies offer various opportunities for all those mentioned above which makes the marketers excited and certain terms like passionate, empowered and enthusiastic are used to describe these during the same time as mentioned above.
If the technology stack that is collective requires to be maintained or for our trade the right technologies need to be identified, then modern marketers consider these as challenges for them. Certain people think that business goals are positively affected if they invest in strategy for arranging the events.
These people are actually 65 % marketers. It can be event marketing technology for which you want to shop. Now I am going to give you some tips for evaluating event marketing technology.
Tips for Evaluating Event Marketing Technology
1. Your business goals need to be revisited by you –
For assessing the event marketing technology you can use this easy tip. However wrong event technology can be chosen if you do it in a hurry. Through events you may want to achieve several objectives and it all depends on your organization’s aims. These objectives are:
· Drive awareness about the brand –
By using press and social media, you can give a very good exposure of your brand and this can be done if events are arranged by you.
· Generate leads –
It is possible to get the contact information of various important people if an event is hosted by you.
· Add to the sales pipeline of your company –
You can show your products by using the tactics like conferences, meetings, event roadshows and VIP dinners. In this way you can easily add to the sales pipeline of your business.
· Retain the customers –
The information can be easily accessed by the customers by inviting them together in the event.
· Build partnerships –
In the event campaign several companies can leverage their partners’ resources and reach, and then can benefit themselves. These companies or organizations can be large as well as small.
2. An event technology evaluation should be run by you –
Suppose you have developed a solid idea of the objectives of your trade then it is the best time to have an insight of your platform of event marketing and then you can check if it lines up with the objectives of your trade. This assessment can be constructed in various ways. Now you should look at the event marketing’s four pillars:
· Management of events –
Back-end, sponsors, speakers, agenda and registration come under the event’s infrastructure. Setting up all this comes under event management.
· Promotion of the event –
Registrations can be driven and the presence of the event can be amplified when building out of the event is done by you. Taking advantage of promotion by using social media and developing websites for the event come under event promotion.
· Engagement of attendees in the event –
You should give a very good experience to all the people who attend it. For interacting with the content of the event, taking part in sessions and networking of the attendees, it will be a good idea to use tools of event engagement.
· Analysis of events –
It will be considered as a remarkable investment for you if an event is organized by you. You are required to check the success of the event, whether any improvement is needed in it or not and if it gives good ROI. Here you will notice how important are attendee metrics and revenue dashboards. These are basically functions of event analysis.
3. Benchmarks and guides of industry should be reviewed by you –
For checking whether the event technology is perfect for you or not, several things may be done by you in the process of the assessment of event marketing technology. Now you have to review the guides and benchmarks of the industry. For achieving the goals of the trade, how event marketing technology is used by the organizations? You should look at various reports:
· Event Track –
Consumer insights, event budget, event promotion and the experiential marketing’s latest trends are looked upon by the report of Event Track. Events industry can be overviewed by this resource.
· Event Tech Bible –
For assisting you in the strategy of your event, the right technology is covered in the tips that are present in the Event Tech Bible.