If Event Marketing Is Now Digital Marketing, How Can Brands Nail Events In The Zoom Era?
Event marketing has changed substantially over the last two decades. It’s now a more important component of digital marketing than ever before and thoroughly embedded in the martech stack. Just look at the events of the previous two years: In a short time, the events industry pivoted from occasionally offering virtual and hybrid event options to providing those experiences as a mainstay.
Today, brands must provide opportunities that give customers the full event experience in digital form—while avoiding the potentially detrimental drawbacks of digital experiences such as Zoom fatigue. While they won’t be able to accomplish everything overnight, business leaders in the marketing space can prepare today. Key steps include removing silos from their teams, focusing on their user experience and—in some cases—taking inspiration from the latest social media platforms to inspire their next event.