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October 9, 2017 3:01 pm

New Ways of Marketing Your Events


Part of having a ‘Culture of Curiosity’ in your organization means learning about and taking on the technology that can really connect with your attendees.  

Event marketing describes the process of developing a thematic exhibition, exhibition, or presentation to promote a product, service, cause or organization that supports the person taking. As an event professional you know this already. 

You also know that events can happen online or offline and can be hosted, sponsored and participated in. The promotion of these activities can occur through a variety of inbound and outbound marketing techniques.  Part of our series on the ‘Culture of Curiosity’ we mentioned that technology is changing how we access event data.

With the advent of machine learning and AI, event organisations are able to engage with their audience in unique ways that not only allow you to send the right message at the right time, but you can also ‘delight’ the attendee.

WHY IS EVENT MARKETING IMPORTANT?

In the world of today’s customers, vendors must take every opportunity to build relationships, goodwill and win the trust of customers and potential customers.

The modern consumer wants more information when evaluating the decision or makes a purchase decision. Events offer a unique opportunity to interact with brands to get direct information on an organisation, perspective and personality. 

Event marketing should be part of the composition of demand generation and strategic combination of offline and online events, it is essential for any business context.

CHATBOTS

Chatbots (also known as an Artificial Conversational Entity, talkbot, Chatterbot, Bot, chatterbox) is a computer program that conducts communication via auditory or textual methods.

These programs are often designed to simulate convincingly how a man would behave as a conversational partner and are coming close to passing the Turing test.

Chatterbots commonly used in dialogue systems for various practical reasons, including customer service and acquisition of information.

Some systems use chatterbots sophisticated natural language processing, but many simpler systems scan for keywords within the input and retrieve the answer with the most matching keywords or most similar text sample database.

The term “Chatterbot” was coined by Michael Mauldin (creator of the first Verbot, Julia) in 1994 to explain these conversational programs. 

There are two main categories of chatbots, one operates on a set of rules and the second on a more advanced version of the benefits of artificial intelligence. Chatbots that are established on rules, tend to be limited in functionality and are as intelligent as they are programmed to be.

At the other end, chatbots that use artificial intelligence, to understand the language, not only commands, it always gets better as it learns from conversations with people.

MACHINE LEARNING

Machine learning is a type of artificial intelligence (AI), which gives computers the ability to learn without being explicitly programmed.

Machine learning is central to developing software that can change when exposed to new data. The process is similar to that of data mining. Both systems look through data to search for patterns.

However, instead of extracting data for human understanding, such as data mining applications, machine learning uses it to detect trends in the data and adjust the program of action accordingly.

Machine learning algorithms are often classified as controlled or uncontrolled. Controlled algorithms can utilize what has been learned in the past to new data. Uncontrolled algorithms cannot draw conclusions from the dataset. 

PERSONALISATION 

Personalisation sometimes referred to as customisation, made of tailoring a service or a product to accommodate certain individuals, sometimes associated with groups or individuals segments.

 Various organizations use personalization to improve customer satisfaction, conversion of digital sales, results of marketing, branding and improved website settings, as well as advertising.

Personalisation is a core element in recommender systems and social media. According to the 2014 study, conducted by Forrester, less than 30% of e-commerce sites have invested in the web personalisation.  

However, many companies now offer services for web personalisation, and e-mail marketing systems and provide recommendations on the web that are based on user behaviour. According to a study by The Compass, e-commerce sites that use personalisation may see an increase in revenue by 29%.   

AUDIENCE EXPERIENCE

The Audience Experience identifies a major change in what it means to be part of the audience for a show of art performance. And ignoring your data and your audience in this day and age is unacceptable. Audience Experience explores the major trends in the contemporary design of the performing arts in the public, including the marketing of convergence and co-creation, children and young people to public live performances and screenings.

Event marketing and the four trends among organisations is undeniable.

Nevertheless, businesses need to adopt a more fail-safe approach to treat their customers well because of the chatbot and machine learning, unlike personalization and audience experience, are emotionless machines and won’t be able to offer convincing answers to each customer query.

The only reliable way to keep their customers happy is always making sure that human support is available when robots are faced with an unusual request or a question.

How Can We Help?

For more information on how we can help you grow your visitor attendance book a 10-minute call with us! 

 

 

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