The marketing event landscape is evolving faster than ever and the gap between in-person and virtual experiences continues to shrink. The event industry has gone through some challenges in the recent years. However, there’s a sense of confidence and excitement surrounding in-person events for the coming year. In this blog, we will share key marketing event trends you can expect to see in 2023 and beyond.
Hybrid & In-person Events Are on the Rise
In-person events are expected to be back in full swing to pre-pandemic levels in the coming year. Hybrid events are becoming more popular and are expected to be the event type of the year in 2023. The new in-person event format (hybrid) will almost always have a virtual element to it; allowing participants to attend from anywhere, anytime. According to Markletic, 34% of event organizers expect to invest in more hybrid events in the next few years. With hybrid events, companies can incorporate a virtual aspect to their in-person events, enabling them to extend their reach, collect more attendee data and engage with a larger audiences while keeping their event costs on the lower side. A hybrid event model is a perfect choice for organizations looking for a blend of both event types, it’s no wonder they are going to be a big trend in 2023.
Event Data Becomes Even More Important
A increasingly growing trend is using event intelligence to host smarter events. Making sense of event data is the key to generating greater revenue from your events. Data-driven marketers know how to use event data to maximize the impact of their events. They use data to drive attendees to the next activity to move them along in the pipeline. By tapping into event data, they can access a wealth of information about their events. Using event data pro-actively to influence engagement, attendance, and buying decisions – will help improve their attendee experience and overall satisfaction. And insights about past events can guide to more effective events that are optimized for highest revenue generation. With the massive amounts of data collected before, during, and after your events, organizations will look for ways to better manage their data. A major 2023 trend is using an event technology that offers event intelligence that help marketers host more intelligent events.
More Tailored In-Person Experiences
A huge marketing event trend that we’re going to see a lot of in 2023 is to allow participants to choose their own experience. On-site events have come a long way with more immersive and experiential experiences. However for most in-person events, you’re going to be in a set location (meeting room) at a specific time. Whereas the new trend is offering your event attendees a “pick your own adventure path” type option such as different breakout rooms. Your attendees get to choose the experience as opposed to be told where they must go. This is going to be a big thing we’re seeing this year and into next year from an attendee experience perspective.
Events are Becoming a Part of Omni-channel Experience
Omni-channel marketing campaigns using three or more channels have proven to be 287% more effective than regular campaigns according to Omnisend. Marketers understand the power of omni-channel event strategy as this is becoming a growing trend. There’s no doubt people are more likely to buy your product or service after seeing it at an event. Marketers are trying to build an experience that starts before an event and continues after it’s over. They incorporate personalize messaging, and use multiple digital channels to create a customized journey for their customers. Implementing an omni-channel event strategy is one of the best ways to connect your customers to your brand and boost brand loyalty.
AI-Powered Technology Use
In 2023, the use of technology with artificial intelligence will help organizations take their events to the next level. AI technology can help you predict attendee behaviors and figure out specific recommendations that can shorten the buying cycle. Having event attendees fill out a survey about their interests before the event, allows you to match them with the sessions or content that most closely match their profile. In a hybrid format, event organizers will rely on AI-powered technology to offer on-demand session content and enables participants to respond and interact with one another. An event mobile app will also allow you to capture greater engagement data on your attendees no matter where they are—in-person or virtual. Use an event app to offer relevant, personalized content and notifications to participants before, during, and after the event.
Additionally in 2023, we will see an acceleration of integration that helps bridge the gap between all the stakeholders surrounding an event. You will see more collaboration, automation, integration and event intelligence.
Data-driven event organizers know how to capitalize on these trends and change to the new event landscape. Whether you’re planning to host virtual, hybrid or in-person events, Certain has the right technology and a dedicated team to help you host successful events that deliver business outcomes in 2023 and beyond. We’ll help you make the most of your events and seamlessly measure the value delivered whether for a single meeting or your full event portfolio. Contact us today to speak with one of our event experts to help you get the most out of an exciting year ahead.