THE FUTURE OF EVENT MARKETING: ADVERTISING HYBRID EVENTS, VIRTUAL MEETINGS AND LIVE CONVENTIONS

The events world has forever changed after the past pandemic years. As planners get back on their feet in 2024, reinventing event marketing will be critical to driving attendance and engagement both virtually and in-real-life. The strategies and channels that pack the most punch are shifting.

Hyper-targeted promotion through social media and online communities replaces broad, generic messaging. Granular data analytics unearth attendee psychographics around interests, needs and behavior. Targeting promotional content and frequency based on potential registrants’ passions makes every touchpoint count. Keeping messaging authentic and meaningful also resonates more after a hiatus from typical marketing noise.

Tik Tok skyrocketed as a powerful marketing tool, enabling brands to take advantage of viral trends. The platform’s algorithm is incredibly responsive – creating shareable short video content around conferences here attracts clicks and conversions like nowhere else. Instagram and YouTube Shorts likewise gained traction for bite-sized video. Folding these formats into strategies hooks youthful audiences.

Pop-up events and parties generate FOMO by bringing the in-person conference experience onto home turfs for past attendees or hot prospects. These provide bite-sized experiences of the community connections and insider perks a full event delivers. Hooking into audiences’ cravings for IRL interactions after years of Zooms seals the deal.

In-app messaging grabs attention when FOMO has audiences returning to the event app for speaker announcements, scheduling updates etc. Pushing reminder notifications regarding workshop seats filling fast or conflicting can’t-miss sessions extracts immediate actions. Automated nudges to complete purchases turn many website viewers into registrants as well.

Finally video trailers showcase keynote clips, event app walkthroughs, past attendee testimonials etc for that insider view of experiences. Cinematic and slick visuals communicating the vision and energy expected spend more than text or still images in selling the reality of reuniting at events.

With strategic audiences, messaging, channels and timing the focus in a disrupted landscape, event marketers must rethink engagement formulas from the ground up for 2024 success and into the decade to come.