The digital marketing landscape is constantly expanding along with new technology in the event industry. Over the last decade or so, event marketing has undergone a radical evolution from social media marketing to augmented reality marketing.
Below, we will explore how event marketing technology has evolved this process, including what event technology is, the two biggest tech trends in event marketing and the benefits of these. This knowledge should help you stay on top of your event marketing game!
- What is event technology?
- Event marketing: Event technology trends 2023
- Augmented Reality Marketing
- Social Media Marketing
- What are the benefits of technology in event marketing?
- Benefits of Augmented Reality Marketing
- Benefits of Social Media Marketing
What is event technology?
Event technology trends are growing and adapting at a rapid pace as the technology progresses. Developments in event technology equipment are helping to make advancements in different areas of the events industry – from event planning to event marketing.
Staying ahead of the curve with current event technology trends is integral to success in the industry, as adopting the most valuable event technology trends helps give you a competitive edge as an event planner or event marketer.
Currently, virtual reality (VR) and augmented reality (AR) technologies are having their big moment within the industry. VR, for example, is being used to host virtual events. Virtual reality events involve key speakers delivering their talk as 3D avatars on VR sets, meaning that event planners have more platforms and wider scope for engaging attendees, and is a game-changer for hybrid as well as remote events. Meanwhile, AR is particularly useful for event marketing, which we will explore below.
Event marketing: Event technology trends 2023
Two of the main forms of event marketing led by developments in event marketing equipment are augmented reality marketing and social media marketing.
Augmented Reality Marketing
AR marketing involves integrating augmented reality technology into your marketing strategy and the content you put out. Augmented reality is a powerful marketing tool as it provides a valuable personal touch to your marketing that can increase client engagement.
AR elevates your marketing materials such as event flyers to the next (more modern) level. Potential event attendees can scan your event flyers with their mobile phones and either gain more information on your event or be taken straight to a registration form.
Furthermore, at events such as trade shows and conferences, you can use augmented reality to show off your products or business. You can use an AR app to demonstrate the full category of your products and services, rather than just the few items that you physically presenting at the event. You can then link the products on the app and send your clients straight to the checkout as they browse.
Augmented reality provides an engaging experience that is invaluable to event marketing – the more engaged you become with your clients, the more likely they are to remember you and your business well after your event has concluded.
Social Media Marketing
Event marketing on social media is essential for event success. Event attendees regularly check social media for updates on the events that they are planning to attend. Additionally, social media has the capacity for potential attendees to find out more about the event in a realtime format, making this a more interactive experience.
Social media marketing has its origins in both market and customer research, focussing on the types of social media that your clients frequent, the kind of content that they interact with, and the content formats that they prefer.
Once the correct research has been conducted, social media can be used for numerous marketing purposes such as providing announcements, reminders and deadlines for your events, hosting giveaways and competitions to promote interaction and providing event photos and videos.
Social media content, such as those photos and videos that are generated during the course of an event, can be repackaged to market future events and demonstrate your company’s many successes.
What are the benefits of technology in event marketing?
We can see the importance of technology in event marketing by exploring the benefits of both augmented reality marketing and social media marketing more broadly.
Benefits of Augmented Reality Marketing
- Immersive experiences
AR marketing is by nature a more immersive experience through the personal touch that mobile apps and other marketing materials can contribute.
Augmented reality marketing has enhanced value through its provision of personalised client content that appeals to their own individual needs.
- Cheaper marketing costs
As with any other tech, although it might seem that investing in the latest event marketing technology is a costly process, they are becoming so commonplace in the industry that costs continue to fall.
AR ads are more cost-effective in the long run than traditional media and the personal touch that AR marketing provides reduces the money you might otherwise have to invest in advertising services.
- Better customer service
AR technology adds a fun dimension to event marketing. This has a powerful effect on how your client views your company and your products in the future, because your business has entertained them in the past. This means that augmented reality marketing improves client satisfaction, increasing your ROI.
- Expand market reach
Through the nature of AR, you can create very specific and targeted marketing campaigns for particular purposes. This means that AR marketing campaigns typically get a wider exposure and reach than the more traditional marketing strategies.
Benefits of Social Media Marketing
- Product exposure
Social media marketing allows you to showcase a strong brand image and identity. By sticking to a specific theme with your social media posts you can create a solid brand identity. A brand identity helps you be identifiable to your audience and therefore more memorable to potential clients.
- Develop relationships with clients
Having a solid social media presence helps you to foster a relationship with your clients both new and old. Personally inviting your clients to an event through social media outreach allows you to build a positive rapport with your them and develop your relationship.
- Establish your credibility
Social media marketing is a great tool for showcasing your brand credibility. You can post content such as recorded talks and speeches, reflective blogs and infographics to show the educational nature of your events and demonstrate the value of your events to potential attendees.
- Customer research
Social media is not just a tool for clients to find out more about you, it can also be used for you to find out useful information about your client. You can see the kind of clients that are regularly interacting with your event posts and what kind of information they appear to like receiving from you.
We hope this article has demonstrated how you can use new technology in the event industry to aid your event marketing.
To make your social media event marketing really stand out, visual content is crucial, so you will only benefit from excellent quality event photographs to post as part of your marketing strategy. Look no further than Splento to hire a professional event photographer for just this purpose.
Splento event photographers cover all your corporate needs whether that be a conference, trade show or any other type of event. A Splento event photographer can be available within just 2 hours of booking, and you will receive your expertly retouched photos within just 24 hours of your event!
