Event marketing

Event marketing: is social media enough?

A snapshot of how consumers process retail marketing can strike a familiar chord with how people interact with events. Editorial Director Martin Fullard explores

Ask anyone in the events industry if they think their job is difficult or even undervalued, and they’ll probably all give you the same answer. Yet I’ve always thought that event marketers are the ones who often find themselves with the near-impossible task of having to please everyone, all the time.

Marketers face many challenges, but each task given to them usually has one main goal: to get people to engage. But how do they do when user habits are constantly changing?

We’re told that social media is an essential tool for promoting brands and products, but is that really true in the context of a general trend? A digital marketing agency called Fresh Relevance has shared insights from research into the cross-channel behavior and attitudes of online shoppers in the UK. This suggests that brands should think twice before releasing promotional content on social media.

Over 50% of 2,000 respondents said they don’t want to hear about brands on TikTok (58%), Twitter (56%), WhatsApp (53%), Facebook (53%), Instagram (53%) and YouTube (53%). When asked about their preferred channels for receiving promotional messages, email was ranked highest (35%), followed by a retailer’s website (32%), a physical store (29% ), an app (27%) and Google (20%).

Yes, that’s in the context of retail, but human behavior is human behavior, so it’s fair to assume that similar attitudes exist towards events, certainly in the case of consumer exhibits at least.

The need for brands to improve the cross-channel customer experience is highlighted by consumers using two or more channels before making a purchase, on average, the report notes. This expands to three channels for online shoppers aged 16-34.

Personalization

Convenience is a key criterion for a good cross-channel customer experience. For example, one in four consumers are more likely to buy from a retailer when they can see the contents of their shopping cart online across multiple channels. Twenty-two percent of respondents said they were more likely to shop with a retailer that shows them personalized content, such as product recommendations, based on what they browsed and purchased previously across multiple channels, e.g. website, app and in-store.

Bridging the gap between online and in-store is also very important, with 29% of respondents saying they would be more likely to shop at a retailer that shows them in-store availability at their nearest store for products they are looking for. they consult online.

“Social media can be a very powerful channel for increasing brand awareness and engaging with your customer base. But our research suggests retailers need to be smart about using it,” notes Fresh Relevance CEO and co-founder Mike Austin.

He added that although respondents said they were not interested in promotional content, they wanted to be able to use social media to reach brands as a communication channel.

He also notes that consumers prefer to receive promotional messages on retailer-owned channels, such as email, website, store and app.

Again, this research was conducted through the lens of retail, but there are inherent similarities with events.

A good marketer will understand the need for personalized experiences, but it’s easy to fall into the trap of working with incomplete data.

“For an effective personalization strategy, it is essential that companies bring together customer data from all touchpoints, such as website, app and store, in order to tailor marketing tactics to these customer profiles. omnichannel,” says Austin.

Events, what do you think? I would like to have your opinion, write to me on [email protected]