You event organizers out there, tell me you didn’t gloat a little when you say the news that Facebook had overestimated the time people looked at video ads by as much as 80 percent.
Tell me you didn’t send a link of that story to your anchor exhibitors who told you they were cutting back on your show to devote more of their marketing budget to digital because they could MEASURE THE RESULTS!
When Grant Leech, vice president of brand management for U.S. Cellular talked to the Wall Street Journal, he asked rhetorically, “Are we getting real value for what we are buying?”
Which is exactly what your customers are asking you, right? Remember ROI?
But don’t get too giddy too fast. Digital marketing is a $149 billion business and is not going anywhere.
This, however, is evidence there are chinks in its armor and room for you – if you can demonstrate that you can deliver leads in a way digital can’t.
The lack of promised data on results is what has marketers upset about digital. That means to compete you need to make sure you can provide that data to your customers that tells them your event can deliver the buyers they’re looking for.
Get busy making the case – with facts and figures – that you have what your exhibitors are looking for.
Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at firstname.lastname@example.org.