Digitalisation has a firm spot in the event marketing world, according to new research by Xing Events.

The event marketing and ticketing specialist argues that more than two thirds of organisers state to have achieved their goals thanks to digital channels.

Attracting more attendees (84 per cent) and increasing the events’ profile (72 per cent) ranked highly. These results are motivation enough for 64 per cent of organisers to make even more use of digitalisation in the future, the report states

Xing’s research says that organisers are strongly focusing on established communication channels like email marketing (76 per cent) and social media marketing (73 per cent). Personal recommendations from friends and acquaintances are the way to go for 66 per cent of attendees when choosing events. Email and event newsletters are right behind with 59 per cent indicating the effectiveness of these methods among the organisers’ target group.

“These results nevertheless clearly indicate that viral marketing will be an essential ingredient for an ideal marketing mix in the future”, says Prof. Dr. Cai-Nicolas Ziegler.

However, the Xing Events research also states that organisers and attendees are on the same page about updates – more than half of organisers and attendees agree that digital event marketing simplifies exchanging information with each other. Attendees (62 per cent) would like to further this improved exchange of information via social 
media groups. In turn, organisers seem to not recognise this potential – a mere nine per cent of the organisers use this channel for communication and attendee retention.

Ziegler continues: “By using various channels like email marketing, organisers are on the right track. However, they still need to catch up when it comes to innovative marketing activities – especially viral channels, making use of influencers and content marketing.”