Online Event Marketing

Attendees do the strangest things. We're dealing with individuals here, so it is imperative that marketers understand that attendees need to have all the options possible to engage the subject matter, service brand or product.

Marketing executives having been faced with sudden budgetary constraints cite these objections to on-site event marketing:

• The perceived lack effectiveness of brand/product messaging in a virtual venue
• Inability to establish a dialogue with and capturing the attention of attendees
• Driving attendance
• Identifying a measurable ROI
• Remote interactions with prospects and/or clients lack the impact of a face-to-face meeting

These objections focus on measurable relationships with the attendee, but early adopters of online events also identify a growing number of new-media capabilities that are available in an array of compelling options for engaging and facilitating dialogue with online attendees. These event technologies afford ever-increasing possibilities, such as:

• Video and flash enabled content
• Live polling
• Interfaces that support a multitude of highly customized branding, sponsorship and collateral distribution options
• Improved reporting of participant activities during the call

The driving force behind decisions to conduct online events stems from the need to capture and track every interaction the attendee has while logged into the virtual venue, including questions asked and downloaded collateral.

To that end, INSPIOR supplies registration pages, event confirmation and reminder emails, and other tactics common to online event marketing campaigns to satisfy the most discriminating e-marketing, direct marketing, advertising, customer service and sales promotion objectives.

INSPIOR combines the both strengths of on-site and online event marketing tactics while allowing the distinct advantages of each approach to compensate for the weaknesses of the other. See also On-site Event Marketing.