Global meetings, events, and hospitality technology provider Cvent has unveiled the results of an independent study, conducted by Atomik Research, highlighting the opportunity for marketers and organisers to maximise the impact of event programmes in the new digital landscape.
The research has suggested that there is still room for improvement in the digitalisation of the events industry. Results showed that only 21% of senior event and marketing executives in the UK and Europe are capturing attendee data at all stages of the customer journey. In addition, 57% are not formally relating their event programme results to customer acquisition and onboarding efforts.
Cvent’s report aims to provide insights into how event organisers and marketers can better leverage technology to capitalise on the digitisation of events. According to the study, part of the issue for fragmented data aggregation is due to ‘not understanding or knowing how to further data’, while other organisations are not adapting quickly enough to the new digital-first landscape.
Of those surveyed who did not collect data at all, the highest proportion (32%) said it was because their company did not have the right technology in place to do so effectively, securely, and in a compliant manner.
The study also indicates an opportunity to increase collaboration between event organisers and marketers in driving results. Only 11% of respondents said that the marketing and event teams work closely to develop event programme goals and measure event success. However, 60% of respondents cited that in the future there is going to be far greater collaboration between event professionals and marketers regarding strategy and event activity.
Patrick Smith, chief marketing officer at Cvent, said: “This is an encouraging statistic which supports what we are calling the new event marketing opportunity; a more collaborative approach between event organisers and marketers which offers the potential to collect and review a wider set of data across multiple channels, and in turn can support more targeted marketing efforts and facilitate more personalised, engaging experiences for attendees.”
To learn more about the report, please click here.