technology even more in future There was some agreement between what participants want and what the event organisers provide but there were also significant differences Participants also use digital tech nology in connection with events When it comes to their tools of choice however organisers and participants go very different ways In addition to their own websites organisers clearly put their faith in communication channels such as email marketing 76 percent and so cial media marketing 73 percent Only just under half of the organis ers who responded 47 percent use traditional advertising methods The participants on the other hand rely most strongly on per sonal recommendations from friends and acquaintances when choos ing events 66 percent of participants who responded These are fol lowed by email and event newsletters 59 percent with which the event organisers address their target group Nevertheless these re sults clearly show that viral marketing will be an indispensable com ponent of an optimum marketing mix in future says Cai Nicolas Ziegler managing director of Xing Events describing one of the main recommendations to emerge for event organisers On the other hand there is considerable agreement on the subject of updates Over half of all organisers and participants believe digital event marketing has big advantages in terms of improving the flow of information between them 62 percent of participants would also like to improve this flow of information through the use of social media groups However many event organisers have not yet recognised the great untapped potential of viral marketing Just 13 percent of them make use of it to communicate with participants and bind them to their events The organisers are on the right track with many of their activities such as email marketing concludes Ziegler But they are still a long way from having exhausted all the possibilities when it comes to innovative marketing measures above all viral channels the use of influencers and content marketing www xing events com PB 12 0 00 0 Directly by the airport Directly by the motorway Could it be better No square metres of hall space large halls small halls or 33 rooms for fl exible use There s a lot more to us in the Southwest of Germany than you might think particularly when it comes to our dynamic and fl exible approach Whether a gala dinner or a technoparty a mega congress for 10 000 guests or team coaching a discussion round or talkshow in studio format but always tailored to your needs ibtm w orld B arcelo na Meet us fro m 28 11 30 1 1 201 7 at Sta nd F5 0 01 Hall 3 31 FOCUS TradeFairs Internation al 4 2017 Schlummerndes virales Potential bei der Vermarktung Great untapped potential of viral marketing Ph ot o X in g Ev en ts

Vorschau TFI Trade-Fairs-International 04/2017 Seite 31
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