As we approach the year 2024, it is crucial for events to be a central component of your marketing strategy. The reasoning behind this is simple: no other marketing channel is as multi-faceted in its capabilities. Not only do events effectively engage audiences and create leads, but they also enable the construction of personalized relationships and the procurement of valuable data. When these aspects are combined, the path towards achieving a significant return on investment becomes clear.

In recent years, events have undergone a digital transformation, offering marketers the best of both worlds: the tangible experience of in-person events coupled with the reach and continuous engagement capabilities of virtual events and digital assets. This hybrid approach allows for a greater number of touchpoints and a more expansive reach to audiences, making it possible to nurture leads at every stage of the sales funnel. It is worth noting that no other marketing channel offers such a comprehensive range of engagement opportunities.

As we move forward into 2024, the events landscape presents a plethora of opportunities for marketers. One way in which events can drive the success of your marketing strategy is through the facilitation of engagement. It is widely known that establishing a connection with customers and potential clients is the ultimate goal for any brand, and events provide an unparalleled means of achieving this through strong engagement. A report by Forrester in 2021 found that 74% of event decision-makers believe events to be the most effective way to deepen customer relationships.

This is due to the inherent focus on engagement that is central to events. The incorporation of in-person, virtual, and hybrid events into your marketing strategy allows for an even more effective means of driving engagement, acting as a catalyst for conversions. By granting dedicated time and attention from your audience, events offer a unique opportunity for a more personal level of engagement compared to other marketing channels.

By embracing this blend of event formats in 2024, your opportunities for audience engagement will no longer be restricted to a one-time occurrence. Instead, through the utilization of digital tools such as event apps, webinars, video content, and on-demand options, the lifecycle of an event can be extended and a continuous level of engagement developed. The outcome of this approach is the strengthening of relationships and a more expeditious path towards conversions as prospects progress further along the buyer journey.

In addition to facilitating engagement, events also serve as a means of generating leads. The digitization of events has significantly impacted the ways in which companies can generate and nurture leads, allowing for the combination of in-person, virtual, and hybrid events to nurture leads at every stage of the sales funnel and bolster the pipeline.

Furthermore, events provide more touchpoints compared to other marketing channels such as paid search and email, allowing brands to gain valuable insights throughout an extended customer journey. In the current landscape, events have become a data-driven marketing channel, rich in data that can be used to improve targeting, personalize the attendee experience, and track the return on investment and revenue attribution of events.

It is important to note that customer relationship management tools alone are not sufficient for events. To obtain a complete understanding of ROI attribution, it is necessary to integrate event technology such as registration systems, production tools, and engagement methods with your CRM and traditional marketing tech stack. In 2024, this integration will no longer be a desirable feature, but rather a necessity.

As we enter the year 2024, it is time for events to take center stage in your marketing strategy. The digital landscape has transformed the marketing industry, offering unique opportunities for brands. To fully leverage the potential of events in driving engagement and revenue, your marketing plan for 2024 should include a cohesive blend of in-person, virtual, and hybrid events at every stage of the customer journey. By embracing this hybrid approach, you can create a more expansive reach and ensure that you are able to engage with your audience at every touchpoint. In addition, the utilization of digital tools and integration of event technology with your traditional marketing tech stack and CRM will allow you to track and measure the success of your events, ensuring that you are able to make informed decisions about the direction of your marketing strategy. Overall, the incorporation of events into your marketing plan for 2024 will be essential for driving engagement, generating leads, and achieving a strong return on investment.