Is print dead? – Modern Digital Event Marketing
Despite recent concerns about personal data and privacy, the rise of social media and online marketing has revolutionised marketing and promotion of events. It has facilitated in shifting the balance of power in the relationship between consumers and marketers. Consumers now actively seek out products and events that interest them, resulting in marketers easily targeting specific demographics. It allows event planners to interact with attendees in real time, forming a symbiotic relationship. Most attendees will be using such platforms as Facebook, Twitter and Snapchat to name but a few, and will be discussing the event before, during and after the event occurs. It would be foolish of the organiser not to participate, enable or encourage the level of engagement. Digital and social media marketing is also, for the moment, the cheapest form of marketing and promotion there is. It has also been proven that promotion on social media is guaranteed to drive attendance, with the modern equivalent of “word of mouth advertising” being “like and share” cross promotion.
With regards to traditional media, the comparison couldn’t be more different. Traditional forms of media marketing are typically one-way, that is in the direction of the marketer to the consumer. It also tends to be more of a “blanket” form of advertising with little ability (except for targeting specific genre magazines, TV and radio shows) to finely tune the campaign to specific audiences and demographics. There is no real time feedback, no interaction and no engagement. It is also the most expensive forms of advertising, with column inches, and airtime potentially costing thousands. Also, digital marketing can be easily measured, with the results used to tweak the ongoing campaign. Traditional marketing offers no such measurement. Furthermore, with sales of print media declining and trends to social media increasing, the traditional marketplace itself is shrinking. The one advantage in my opinion that traditional marketing has is that it is less time consuming for the marketing team. Social media demands time, and ongoing campaigns, traditional media, less so.
In conclusion, it seems that when compared to traditional marketing media, digital marketing and social media should be considered as the first choice when marketing any modern event, it is cost effective and has the potential to reach a larger audience, and one with a larger relevance to your event.
If you’re not marketing your event in this manner, then you’re missing out!