Omni-Channel Marketing: The Next Big Hit at Your Event

The marketing world is constantly awash with new buzzwords, but few have such potential to revolutionize the events industry than, “omni-channel marketing.” This concept is built around the expanding interaction opportunities that organizers can make use of to provide attendees with an engaging event experience, regardless of the channel they choose to experience it through. Mike Stocker of Marketo Marketing Blog said it perfectly:”Each piece of the consumer’s experience should be consistent and complementary.” It’s essentially as simple a concept as that, providing a cohesive experience that brings your brand right out into their favourite channel, be it a physical event, website, social media channels, or mobile app. As with any ‘new’ development, there are a number of trends emerging that can be put into effect at events, to skyrocket the quality and depth of the attendee’s experience.

One of the biggest necessities is for event managers to regularly review and interact with the channels that prospective and confirmed attendees interact with. It’s of utmost importance to find out what the customer is experiencing so that it can be constantly honed and polished to become the best possible set of end-user experiences possible, building anticipation, hype, and word-of-mouth marketing amongst the various channels. Stocker recommends that, “If possible, these tests should be performed by external and internal testers,” which will help to grow a balanced view of what works and what can be improved upon.

In a recent Think with Google article, Julie Krueger summarizes that companies need to be “measuring behavior, providing localized information, and creating the right organizational structure.” In simple terms, learn about your attendees’ habits, tell them what they need to know in a way they can connect with, and begin to focus every facet of your organization on matching the traits of your target market. Consumers can see through corporate pretense to a greater degree of clarity with every passing day, forcing event organizers to market and exist authentically, in line with their stated values. This increasing transparency and conformation to the market is a fast-growing trend that sets events aside from those grown from more stone-aged thinking.

Another trend that is rapidly gaining popularity is the intelligent use of existing client databases.’s Kamal Karmakar points out that, “Using purchasing history to their marketing advantage, brands can target consumers with relevant messages that will help capture attention and as a result drive conversions.” The key point here is not exploitation of private information, but rather simply referencing their purchase history to gauge where their specific area of interest lies, the channels they prefer to use, and the types of events they gravitate toward.

It’s about getting the personal interactions going, curating communications based on the individual, and building rapport with loyal attendees on any channel they choose.

Why APAC is ESSENTIAL for any mobile Startup in 2015?

It’s common knowledge that Asia Pacific, often referred to as APAC is growing fast. China overtook USA as the biggest economy, just a few weeks back. Although there is more to it, the population of China and India put together equates to more than third of the world’s population.  This with the increasing buying power implies more consumer goods. There is no better example of consumer behaviour than mobile phones in the twenty-first century. The mobile phone penetration is growing and so is the data consumption, in APAC mobile data grew by 12x between 2013 and 2019.
APAC market today and tomorrow

It’s clear from the above graph that Asia Pacific is and will remain the biggest market for mobile subscription in the world. Bigger than the rest put together. Hence any startup looking to target mobile should look at APAC. This applies to software, apps and also products which can be sold online.

Asia and e-commerce

Today Most customers in China (74%) and India (62%) compare prices via smartphones compared to 43% globally. 37% of Asia-Pacific respondents likely to purchase goods and services through mobile devices. Both statistics show how much are customers reliant on mobile to make purchases even within stores.
Tomorrow By 2016, 40% of worldwide B2C online sales i.e. $856bn will come from Asia-Pacific.