The marketing landscape is vastly different from 10 years ago. While billboards and print media slots worked previously, the advent of digital marketing in a buyer-empowered world has created endless possibilities for sellers to connect with buyers.
With the introduction of Artificial Intelligence (AI) into marketing initiatives and analysis, marketers are driving campaigns they could previously only dream of. AI offers endless possibilities when it comes to deriving value out of cognitive services across all spheres of business. AI in marketing is predominantly used to gain customer insights and identify buying trends through machine learning to better understand the customer. However, how can AI be effectively used in events?
I am a firm believer of closing the loop by seamlessly blending traditional and digital efforts when it comes to marketing, and with the capabilities of AI, the blend of digital and traditional becomes even more powerful and far-reaching, especially in event management.
Event marketing coupled with AI enables organisations to create memorable and meaningful experiences for customers. If you think of the critical challenges marketers face in executing events, they are pretty much the same for both intimate and large-scale events when considering the thought process, effort and planning required to achieve the ultimate ROI.
Most marketers can resonate with the common event challenges, such as irregular traffic to an event website that significantly drops after the event, whether the event will echo attendees’ expectations, and, the most dreaded of all, whether attendees will pitch.
AI for event management offers the solution to these issues. Mint Group applies the capabilities of AI to our events to ensure that customers receive a seamless experience from the moment they arrive. Our event delegates are recognised via facial recognition technology and greeted by name, so they have a quick and easy registration into the event.
During the event, we use crowd tracking technology to analyse delegate sentiment, and this works very well to gauge whether delegates are engaged and positive about the event and the content they are receiving. Implementing an event chatbot also yields fantastic results as delegates can direct all of their questions to the bot, which can handle thousands of questions at a time. Bots also provide real-time insights on how various sessions are received, offering a modernised real-time alternative to traditional event surveys.
These insights are invaluable for post-event marketing so that the engagement thread is continued far beyond the actual event. Interactions can be personalised to the delegate’s individual event experience, thereby, increasing the likelihood of continuous brand engagement and targeted responses.
AI initiatives are introducing a new era in marketing; one where digital and traditional initiatives can go much further, analyse deeper and target more accurately. The application of traditional and modern marketing efforts with AI, however, still depends on the type of customer you are targeting and the best-suited channels to reach them, invoke a reaction, spark emotion, and speak to the needs that your product or service can satisfy.
Emotions bind brands to customers, and while we can achieve this to a degree in digital marketing, nothing creates a better connection than face-to-face interactions – even more so when combined with AI experiences. One of my favourite quotes from renowned author Maya Angelou is, ‘People won’t remember what you said or did; they will remember how you made them feel.’