How To Develop A Winning Mobile Strategy For Events
-
Upload
eventbrite -
Category
Mobile
-
view
917 -
download
2
description
Transcript of How To Develop A Winning Mobile Strategy For Events
LAWRENCE COBURN
HOW TO DEVELOP A WINNING MOBILE STRATEGY FOR EVENTS
This a place holder for an awesome photo of you that our Eventbrite designers will insert.
No need to do anything here speakers
#ElevateNYCLAWRENCE COBURN
&
are now partners!
#ElevateNYCLAWRENCE COBURN
Agenda
ContextMarketing is about ROIThe offline opportunityLooking aheadQuestions?
#ElevateNYCLAWRENCE COBURN
Rocket ship
*Source: Gartner, IDC, Ender’s Analysis
#ElevateNYCLAWRENCE COBURN
…And it’s early days
*Source: Gartner, IDC, Ender’s Analysis
#ElevateNYCLAWRENCE COBURN
“90% of the data that exists in
the world has been created in the
last two years.”
- IBM
#ElevateNYCLAWRENCE COBURN
Growth of data
Source: Mary Meeker
#ElevateNYCLAWRENCE COBURN
A digital layer to the real world
#ElevateNYCLAWRENCE COBURN
Starting with the smartphone
#ElevateNYCLAWRENCE COBURN
“Today, the customer experience
increasingly revolves around
technology, that means, of
course, that the customer
experience increasingly
generates data...”
- Forbes, January 2013
#ElevateNYCLAWRENCE COBURN
Marketing is about ROI
Marketing IT
Marketing IT
Social Media
Website Analytics Digital Advertising
Social Media
Website Analytics
Website Analytics
#ElevateNYCLAWRENCE COBURN
Marketing technologies
#ElevateNYCLAWRENCE COBURN
“CMOs have long cited events, such as trade shows and exhibits, as a prime marketing and customer engagement mix, but a new study by the CMO Council has found that the old way of developing and measuring ROI for events is falling woefully behind.”
- CMO.com (April, 2013)
#ElevateNYCLAWRENCE COBURN
A collision
#ElevateNYCLAWRENCE COBURN
Primary data source
#ElevateNYCLAWRENCE COBURN
…And this
#ElevateNYCLAWRENCE COBURN
The world has changed
2014?
Events
201120072003Email
Campaigns
1999Websites
#ElevateNYCLAWRENCE COBURN
Events have gone digital
#ElevateNYCLAWRENCE COBURN
Personalize the experience
#ElevateNYCLAWRENCE COBURN
Surface the dark leads
#ElevateNYCLAWRENCE COBURN
Think beyond event apps
#ElevateNYCLAWRENCE COBURN
Gain event intelligence
#ElevateNYCLAWRENCE COBURN
Mission control: GDC 2014
Top game developers conference
>2M taps
>305K publishing actions
#ElevateNYCLAWRENCE COBURN
Methodology
Every tap is a signal
8 different gestures scored
#ElevateNYCLAWRENCE COBURN
How intelligent is your event?
#ElevateNYCLAWRENCE COBURN
Keep the conversation going
#ElevateNYCLAWRENCE COBURN
Invite top speakers to return
#ElevateNYCLAWRENCE COBURN
Tell vendors how important they are
#ElevateNYCLAWRENCE COBURN
Turn influencers into advocates
#ElevateNYCLAWRENCE COBURN
Make better decisions
#ElevateNYCLAWRENCE COBURN
Intelligent eventsFor Attendees:
Personalize the experience based on
behavior
For Exhibitors:
Light up the dark leads
For Organizers:
Optimize your events in real-time
#ElevateNYCLAWRENCE COBURN
The online/offline holy grailLe
ad
Sco
re
Activities
#ElevateNYCLAWRENCE COBURN
…but hold on one sec
#ElevateNYCLAWRENCE COBURN
#ElevateNYCLAWRENCE COBURN
In review
There is a digital overlay emerging on the real world
Data capture and sharing is through the roof
Events (and retail) is a wonderful petri dish for this convergence
#ElevateNYCLAWRENCE COBURN
Placeholder: for the exhibitor
The Organizer: Option 1
#ElevateNYCLAWRENCE COBURN
Beacon technology
#ElevateNYCLAWRENCE COBURN
But, what comes next?
#ElevateNYCLAWRENCE COBURN
Smartphones and tablets are TODAY’S delivery vehicle for… the real disruptive force.
#ElevateNYCLAWRENCE COBURN
Smartphones and tablets are TODAY’S delivery vehicle for… persistent connectivity.
#ElevateNYCLAWRENCE COBURN
Exhibit A
#ElevateNYCLAWRENCE COBURN
Exhibit B
#ElevateNYCLAWRENCE COBURN
Exhibit C
#ElevateNYCLAWRENCE COBURN
#ElevateNYCLAWRENCE COBURN