Events Need to Figure Out a Strategy for Evaluating Marketing Tools
Photo Credit: The 2017 Collision Conference in New Orleans. Most event marketers don't have a solid strategy to figure out which technology tools help them reach their goals. Flickr / Collision Conference
Skift Take
With event technology exploding in scope and complexity in recent years, it's no wonder that organizations aren't sure which sales and marketing tools have the most positive impact. It's the right time to start figuring it out, though.
Events and conferences have a wider variety of marketing tools available than ever before. Yet, leaders are struggling to figure out which marketing methods are most valuable.
Who can really blame them? Marketers and planners aren't technologists, so they're not sure they're doing the best job they can to reach attendees and deal with sales opportunities.
Event automation service Certain and Heinz Marketing polled 271 business-to-business professionals in December 2017 on the challenges they face with event marketing for their hosted events.
While brand awareness improves as a result of holding an event, a tangible return on investment was hard to find, in part due to a lack of organization focus on exactly how to measure performance.
The disconnec
