Posted on Aug 26th 2021

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Here are five key considerations to remember while you're digging your events for data, investigating the data, and refining your event marketing strategy. 

1. Build on firm hybrid establishments:

After the COVID-19 pandemic, the virtual genie is well out of the bottle. Individuals appreciate going to meetings on the other side of the world without leaving their homes. They expect on-demand video and virtual-first experience. 

At this point, most event marketers comprehend that there's no going back. Associations that stick with dated, face to face first event platforms will be left behind. 

Virtual frameworks—or even better, committed hybrid platforms started studying attendees' behaviours, giving critical data that advertisers once just longed for. 

2. Set your success metric:

When Rex Serrao, Senior Director of Marketing Technology, plunks down to organize an event, he doesn't begin with setting exploration or speaker outreach. Instead, he starts from the end. 

"That is presumably the main thing: set your hypothesis early," he said on a podcast. Consider a brand awareness event for the marketing team. The motivation behind that event isn't to speed up existing arrangements or create new links. The only explanation is to run that event for people who didn't think about marketing teams and educate them on the organization. 

3. Integrate event platforms with tech stacks:

Serrao's design requires event marketers to gather and examine the information from outside their event platform. Consider a roadshow. You demonstrate new items, get ideas of new possibilities, and advance your brand's message. However, your success metric is simpler to generate leads. 

4. Enrich event data with different sources:

The flow of information shouldn't be one way. Event data ought to illuminate different frameworks—and the other way around. Reach out to other information sources to enrich your marketing campaigns with new techniques.

5. Experiment to find new data sources:

We're standing at the start of the hybrid era, and nobody truly knows what's in store. While marginally destabilizing, that reality opens a gigantic chance for experimentation. 

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