December 15, 2022
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.
This will allow 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, organizations can incorporate a virtual aspect to their in-person events. This integration enables extension of reach, collection of more attendee data, and engagement with larger audiences while keeping event costs lower.
A hybrid event model is a perfect choice for organizations seeking a blend of both event types. This trend is expected to be big in 2023.
Event Data Becomes Even More Important
An increasingly growing trend is the use of event intelligence to host smarter events.
Making sense of event data is the key to generating greater revenue from events.
Data-driven marketers know how to use event data to maximize the impact of events.
Data is used to drive attendees to the next activity to move them along in the pipeline.
By tapping into event data, organizations can access a wealth of information about their events.
Using event data proactively to influence engagement, attendance, and buying decisions will help improve attendee experience and overall satisfaction.
Insights about past events can guide the creation of more effective events that are optimized for highest revenue generation.
With the massive amounts of data collected before, during, and after events, organizations will look for ways to better manage their data.
A major 2023 trend is using an event technology that offers event intelligence to help marketers host more intelligent events.
More Tailored In-Person Experiences
A huge marketing event trend 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.
Most in-person events place participants in a set location (meeting room) at a specific time.
The new trend is offering event attendees a “pick your own adventure path” option such as different breakout rooms.
Attendees get to choose the experience rather than being told where they must go.
This is a big trend seen 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 is no doubt that people are more likely to buy a 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 personalized messaging and use multiple digital channels to create a customized journey for customers.
Implementing an omni-channel event strategy is one of the best ways to connect customers to a brand and boost brand loyalty.
AI-Powered Technology Use
In 2023, the use of technology with artificial intelligence will help organizations take events to the next level.
AI technology can help predict attendee behaviors and determine specific recommendations that can shorten the buying cycle.
Having event attendees fill out a survey about their interests before the event allows matching with 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 enable participants to respond and interact with one another.
An event mobile app will also capture greater engagement data on attendees no matter where they are—in-person or virtual.
An event app can offer relevant, personalized content and notifications to participants before, during, and after the event.
Additionally in 2023, there will be an acceleration of integration that helps bridge the gap between all the stakeholders surrounding an event.
Expect more collaboration, automation, integration, and event intelligence.
Data-driven event organizers know how to capitalize on these trends and adapt to the new event landscape.
Certain has the right technology and a dedicated team to help host successful events that deliver business outcomes in 2023 and beyond.
Certain helps clients make the most of events and measure the value delivered for a single meeting or an entire event portfolio.