clevertap mobile strategies to drive event attendance and event engagement
TRANSCRIPT
Mobile marketing Redefine engagement
In a %me where the consumer is bombarded with nearly 400 marke%ng messages daily, brands are turning to live face-‐to-‐face events that foster a real connec%on with audiences and the product. High-‐value connec%ons during an event are cri%cal for the a@endee to retain the informa%on learned, share with friends, and return to the event again. In a recent research report on event audience engagement, 54% of event organizers said they are ‘ sa%sfied’ with the level of engagement at their events. This ar%cle will provide recommenda%ons on tools and strategies for event organizers and marketers that will enhance the event experience.
Mobile engagement will define how humans communicate. Do you think it’s important to your app? - Malcolm Friedberg, CMO for Clevertap “
mobile marketing APP STRATEGY
A mobile app is oJen the central resource for an event a@endee. In a recent study, 75% of event organizer respondents said ‘A@endee Engagement’ is the main reason they have developed a mobile app for their event. Driving content engagement, sharing, par%cipa%ng, networking, learning and connec%ng post-‐event is cri%cal as a@endees. AJerward, they are more likely to recommend the event to friends and a@end a future event if they con%nued to be engaged. It is the mobile developer and marketer’s job, therefore, to design the mobile app experience for maximum engagement poten%al. Here are some %ps to help achieve this goal: • Include the event schedule, speaker lis%ngs & profiles, and interac%ve maps • Incorporate surveys during and post the event to encourage a@endee feedback • Integrate social media and design for easy social sharing • Customize the user experience based on the a@endee’s preferences, i.e. maps and agendas that update based on the a@endee type • Use push no%fica%ons for live updates leading up to and during the event • Integrate a@endee messaging capabili%es
mobile marketing Live engagement
The fastest growing category in the event technology space is live interac%on, which has increased 30% over the last two years in terms of what types of technology have been developed. Features such as live Q&A and surveys are examples of how the standard event app feature set is expanding to cater to rapid updates in technology. Audience Response Systems (ARS) are tools that allow a@endees to interact with presenters and other a@endees in real %me via their app. The tool is cri%cally important if there are a significant amount of networking opportuni%es during an event, where building in a@endee profile informa%on and matchmaking technologies can enhance the a@endees’ experience, and increase repeat a@endance. Augmented reality (AR) ac%va%ons can be costly and %me-‐intensive to organize and manage, but AR can increase the value percep%on of an event and likelihood to share and retain the event experience. Drones are being used in new ways, such as giving virtual tours and for live streaming for remote audiences. No two events are the same. Therefore, the event marketer should customize the online and offline tools that fit the content as well as the audience.
Mobile marketing social media
The most important characteris%c of an engaging event is to have high-‐quality content that resonates with the audience. Achieved through the speakers’ presenta%ons that capture the audiences’ a@en%on and oJen includes interac%ve Q&A and audience par%cipa%on. Audiences respond strongly to visuals integrated with presenta%ons, such as storytelling with video and music. During the event, social visual walls are a way to project the ac%vity across various channels: Twi@er, Facebook, Instagram, Pinterest and Google+ with specific hashtags. An engaged audience is much more likely to share an event with their personal and professional networks, which increases the poten%al customer reach of the brand.
Mobile marketing Active learning
Slide sharing tools enable downloading of the speakers’ presenta%ons to their smartphone. A useful marke%ng tool, as the a@endee can listen during the presenta%on instead of having to take notes. Interes%ngly, some slide sharing tools have note-‐taking capabili%es so users can add comments on top of the slides. Recent studies have shown that most people retain only 40% of what they hear, remember 60% if they take notes and retain nearly 90% of informa%on when they ac%vely par%cipate in the conversa%on. This interac%ve Q&A and conversa%on is true engagement and translates into much higher reten%on. Encouraging ac%ve audience par%cipa%on can also be very beneficial to the brand and event organizer, as ac%ve audience members provide insights and knowledge that can help the brand in future business decisions.
Mobile marketing entertainment
Just as gamifica%on is a tool used by marketers to increase digital engagement, offline games during events are fun, team building and increase learning & networking. People can consume informa%on online with just a click and scroll, but they a@end live events to go beyond the informa%on download to the personal interac%on, networking and shared experiences.
mobile marketing Post event analytics
One of the best ways to gauge the success of an event and expecta%ons for a future event are through the event’s mobile and web analy%cs. Using a tool like CleverTap, a marketer or developer can segment user profiles and measure engagement. The analy%c tools track how the user signed up, what traffic sources they arrived from, most popular app features, how long they engaged with the app, and what types of content they shared. These data points are cri%cal for the mobile marke%ng and development team to review. Improvements around the user experience and updates on the product feature roadmap should be made based on this data. Addi%onal informa%on provided includes post-‐event engagement metrics, plus event tools such as slide sharing and social walls. Which slides did the audience stay on the longest, and which received the most comments and shares? Analy%cs from social walls can provide a summary of the social ac%vity around the event, and highlights from the event featured on the company blog. Also, this data can be used for post-‐event summaries, reports, and press releases.
Mobile Marketing feedback
While analy%cs programs provide quan%ta%ve insight into your event a@endees’ digital experience, qualita%ve feedback and data coming from surveys is equally as important. Data retrieved from Audience Response Surveys can provide informa%on such as which speakers and programs performed the best and were the most engaging. This feedback can be viewed during the event and ac%on is then taken in real %me based on this insight. We recommend using a data-‐driven approach when mapping your processes, analyze which stages of your event can achieve improved engagement, and insert technology and interac%ve elements there.