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Creating effective digital ecosystems:
Amplifying audience footprints through end to end digital enablement
–
Dr. Paul Fro...
In a world where online interaction has become
ubiquitous, participants at events such as this
one have an expectation of ...
It’s an omni channel world
And it starts on the desktop…
%of attendee initial
interaction will be in a
desktop web environment
04Lorem ipsum
dolor sit
%
…but
increasingly
moves to mobile
at events
increase in
mobile web
use at events
%
35
We believe
–
Solutions should effectively link
desktop based journeys to a
mobile app which allows
attendees to participat...
Drive attendee engagement
from the inception of their
experience
Facilitate
networking/sharing
opportunities
Provide a ful...
Brands must
remember that
people don’t tend to
get married on the
first date
!
Jack Morton
survey of over 100
event registration
site forms
indicated an
average
completion time of
23 seconds
3minutes
Getting these forms
right can increase
conversion rates by
%
41
The role of reach
–
The average B2B
email address in
the UK receives
over 80
promotional or
newsletter
comms per day
This has led brands to start
innovating in their
leveraging of dedicated
Content Beacons in order to
cost effectively reac...
What does good look like?
–
Personalised interactions…
 From website
 To email
 To mobile app
 To physical event
Addin...
Solving the key challenge:
Getting users to download
mobile apps
(and how brands should utilise
behavioural targeting)
Too often, event
marketeers resort
to “download our
app and get a free
cup of coffee” when
numbers aren’t
performing well
Visibility
–
From portal, to email
communications, to wider
outreach programmes,
making sure the app
download opportunity ...
Pre-registration for events
allows users to manage their
programme, check out
important information (such
as venue, conces...
Encouraging uptake by
means of rewards,
competitions and games has
been proven to significantly
improve response rates, bu...
The issue here is that none
of these emphases delivers
clear mobile app benefit
payoffs for the end user
Most important
user benefits
–
Research presented in the
excellent Event Bible suggests
that the following elements are
th...
There are a number of key
takeaways from this that
resonate with our approach
Richer interactions add massive value
1. Outside of agenda/personalised schedule collateral, there
is quite limited levels...
Analytics should shape experience
2. Although personalised content within app environments is
generally considered benefic...
Most important
special features
–
Delivering tangible benefit for
the end user necessitates a
wider consideration of the
“...
Tailored Content
–
Especially relevant for brands with disparate audiences or complex
messages, using mobile app informati...
Tailored Content
–
Whether using conductive ink/digital signage to granularise content
being presented, crowd/flow control...
Tailored Content
–
 Algorithmic collateral presentation, personalised messaging,
tailored product/service focus all help ...
The use of wider
online media channels
to maximise reach
–
Google Display Network
Retargeting is your friend
 Low cost per click
 High specificity
 Can use registration portal/ot...
Paid Search
PPC is also a cost effective way to reach audiences, with data
indicating that campaigns should typically focu...
Google Customer Match
Allows advertisers to target individuals based on what
they know about their audiences, including:
...
Google Customer Match – How it works
1. Data lists, typically comprising target email addresses,
are uploaded to the Googl...
Google Customer Match – How it works
 Once a user has registered for an event but not
downloaded the app, let’s say, thei...
So in summary…
 The benefits to the event organiser or attendee of digital enablement
are clear, but demonstrating/commun...
So in summary…
 Ultimately, providing in-event personalisation across channels is the
most compelling potential benefit f...
After all, who wants to create a
digital event strategy that
congregates an audience in a
specific location so they can lo...
Talk to us
–
Contact Peter Sun
VP, Brand Marketing
Peter_Sun@jackmorton.com
+1.212.401.7015
Read our blog at
jackmorton.co...
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Pre-registration for events allows users Event marketing strategies

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Veröffentlicht am

Pre-registration for events
allows users to manage their
programme, check out
important information (such
as venue, concessions etc) and
access features such as e-
ticketing; while this provides a
reason to visit the website
portal, intrinsically it does not
(and should not) offer a
reason to download the
mobile app
Registration & Ticketing

Veröffentlicht in: Marketing
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