Harnessing Omnichannel Marketing for Event Success: A Technological Leap

David Lang Jul 24, 2023

In the ever-evolving landscape of the event industry, the power of omnichannel marketing is becoming increasingly apparent. This approach, which involves integrating and harmonizing different marketing channels to offer a seamless customer experience, is not just a 'nice to have' anymore—it's a 'must-have'.

Let's pretend you're selling a product—say, a guitar. Would you just list it on one marketplace? The savvy seller would list it on as many platforms as possible to increase the chances of a deal. This is a basic form of omnichannel marketing: finding and utilizing all possible ways to promote your product, service, or event, be it through social media, blog posts, TV ads, emails, or anything else.

The principle behind this strategy is to give your brand as much exposure as possible. Instead of solely listing your guitar on eBay, having it on Yahoo Auction and Rakuten could surely accelerate the waiting process before sealing a deal, due to the network of audiences the new websites provide.

The same principle applies to the event industry. If you're promoting an event, you want to reach as many potential attendees as possible. This means not just relying on one channel, like email, but using a mix of channels—social media, blogs, TV ads, and more—to reach your audience where they are.

According to Digizuite, brands with top omnichannel customer engagement see a 9.5% yearly increase in annual revenue, compared to 3.4% for poor omnichannel brand strategies. This statistic underscores the importance of a well-executed omnichannel strategy.

The COVID-19 pandemic has further highlighted the importance of a robust omnichannel strategy. As consumers moved online, the brands that succeeded were the ones who engaged their customers online and provided the best omnichannel experience.

Research collected by Think With Google indicated that omnichannel strategies help generate around 80% of the in-store visits by customers. Furthermore, as much as 74% of customers do online research before actually visiting a physical store. Even customer orders made online and collected at stores grew 208% during the pandemic.

In the context of the event industry, this could mean that a potential attendee might see your event on social media, research it on your website, and finally purchase a ticket through an email promotion.

The key takeaway here is that understanding and familiarizing yourself with the hottest digital channels is not just beneficial—it's essential for survival and growth in the modern event industry. So, start exploring, learning, and implementing a robust omnichannel marketing strategy today to ensure your event's success tomorrow.

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