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BizReport : Ecommerce archives : January 19, 2011

New products should improve event marketing online and offline

There are two new products on the market for eventers which should improve the engagement levels of users both online and offline. From Altus, the new platforms give brands the ability to instill a rich media experience for online events and offers more interactivity through a mobile app.

by Kristina Knight

altus1.jpg"This is the cloud in action; we are taking events to the cloud right away so that the hybrid event drives more traffic and use for the brands involved," said Mark Pollard, Chief Marketing Officer, Altus.

In the world of event marketing things are changing quickly. As recently as 2009, events were used as lead generation tools - finding new customers and driving new business. Two years later and the online event arena is about quality content that is easily consumable during and continued use after the main event has finished.

"In terms of value, event marketers are looking for value - how do they get 365 days of use from a single event?" said Tim Hughan, Director of Marketing with Altus. "For example, if a 2008 event saw 25,000 users and 30,000 download. In 2009 that same conference information saw 75,000 visitors and 90,000 downloads. Last year, 275,000 users interacted with the conference and it was downloaded 375,000 times. Rather than a three-day event, [these tools] can be accessed from anywhere on nearly any device even after the physical event has finished."

The first tool, Event MyStro, is a PC or tablet based interface which combines live streaming, social and web capabilities and allows for integrated branding on the computer screen. The second tool, Mobile MyStro, is a smartphone app which gives users the ability to navigate events more simply. Users can search the event schedule, set reminders and even replay video of events which were missed.

The mobile tool is currently available; the PC and tablet Event MyStro product will release in March 2011.

For the eventer, clicks can be analyzed to determine which aspects of an event were interesting to users; even post-event clicks and interactions can be clicked to give a fuller response rate to the event contest.

Tags: Altus, branded event marketing, event marketing, event software, hybrid events, online events

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