News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How online events can improve brand profiles
Online events have been around for years, but with the data analysis capabilities now available, events are getting a second wind. Capturing and analyzing event data can help brands create better overall online experiences. Here's how:
"[Online events offer] the benefits of an event at a fraction of the cost - from a lead gen and qualification process, the benefit of an event is that it generates a lot of excitement at a specific point in time. If you are interested in the content, you will have to act quickly to be a part of it. If you are motivated to deepen your relationship with an organization, an event can be the catalyst. With an online event your costs are only the technology needed to host it and the time spent in preparation," said Matthew Wainwright, Marketing Director, Attend.
During events, organizers can mine attendee data for lead generation, but may also obtain details about marketing preferences, field of work and other helpful demographics; that data can then be graphed and used to create more advanced targeting post-event.
"By gathering data about attendees prior to the event, organizers can make educated guesses as to which sessions will be most popular and plan accordingly. Perform more advanced factor analysis to sort attendees into groups based on their interests and use that information for laying out the schedule. This data may tell marketers a significant number of guests work in marketing. With this information, make sure that a few extra sessions relate to marketing, and prevent those events from overlapping with one another," said Wainwright. "Post event surveys are invaluable sources of data for an event marketer, as they provide information that can be applied to future events. Using their feedback will ensure a greater event and higher customer satisfaction. It's also useful to look at where your guests came from once the event wraps up."
However, attendees can 'walk away' mid-event and the developers may not know about it. Which makes the content created for events incredibly important.
More from Matthew and Attend later this week, including his tips for creating a better online event.
- Location accuracy analysis reveals improvement for mobile ad campaigns
- Research reveals Millennials' attitudes toward brands
- Survey: Online, offline shopping experiences 'merging'
- Message Systems flips email to up engagement
- Marketers beware - research your target market or risk stereotyping
- Google: U.S government user data requests up 250% since 2009
- Survey reveals general reluctance to pay for online content and apps
- Report: Online communities growing in importance
Featured White Papers
- Why the Smartest Marketers Have External Writing Teams
Do you want to see why marketers are outsourcing their writing? Read this white paper to learn how external writers...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...
- The Social Hunger: Why Your Audience Feasts on Social Integration
For the past few years, marketers have 'woken up' to consumers who have the power to express their views anytime...
- The 8 Critical Metrics for Measuring App User Engagement
Measuring and optimizing for the right engagement metrics is the key to attaining and keeping users. Whether your business model...