Usually, advertising is a tactic avoided by event marketers. Event marketers are often afraid of sinking in a lot of valuable time and money in less-than intuitive ad platforms.
But contrary to popular perception, event advertising can be an incredibly effective and efficient way to increase registrations.
Moreover, digital advertising is quickly becoming one of the most effective ways for savvy marketers to promote an event - the key is knowing how to do it. In a webinar happening next week, Bizzabo’s own marketing team will walk you through how to promote an event with Google Adwords, Facebook, Twitter, Instagram and Snapchat ads in a way that actually increases event registrations.
Click the button below to access a webinar recording on event ad strategies!
In preparation for the upcoming webinar, here are five statistics about digital advertising that event marketers need to realize.
1. By 2017, digital ad spend will exceed TV ad spend for the first time in history.
Increasingly, smart marketers are turning to digital ads to promote their products and services. Why? It’s because an increasing number of people are turning away from traditional media outlets in favor of digital ones.
Fewer people are signing up for cable, and more people are registering for social media platforms. Less people are subscribing to expensive cable packages, and more people are consuming free content on Youtube, Vimeo and Snapchat.
Digital ads also offer a much lower barrier to entry. Setting up a digital ad campaign can be done in an hour or two, as attendees will see in the webinar. But creating a TV ad is simply out of reach for the vast majority of marketers.
2. Most small business advertisers using Facebook spend $50 or less per month
Digital advertising doesn’t need to break the bank to be effective. A study published in Marketingland shows that 61% of small business advertisers using Facebook spent less than $50 per month.
As digital advertising platforms expand, they become increasingly accessible to even small marketing teams. Today, it isn’t necessary to spend thousands of dollars a month in order to us digital ads effectively.
3. Video and mobile ad revenue grew 20% in Quarter 1 this year
Google is the king of digital advertising. In the first Quarter of 2016, the company made $18 billion from digital ads. Revenue growth was biggest from video ads (Youtube) and mobile ads (mostly mobile searchers).
For event marketers to continue to reach potential event attendees, marketers must embrace video and mobile ads. Event marketers must also understand that people watching videos and using mobile will have shorter attention spans that those using desktop browsers.
4. Digital ad spend will only increase over time
According to Statista, digital ad spend is projected to increase year over year for the foreseeable future.
For event marketers hoping to stick with email blasts and un-paid social media posts, this should come as a wakeup call. Digital advertising will become a critical component of driving event registrations and engaging with event attendees. Event marketers must master digital advertising platforms if they hope to create successful events in the coming years.
5. The reach of organic social media posts is between 2-20%
Several exhaustive studies have indicated that organic social media posts from company accounts tend to reach a very small fraction of the total number of social media followers.
For Facebook and Twitter that number hovers between 2-3%. For Instagram and LinkedIn that number is higher, usually around 20%. Either way, organic social media posts alone will not help event marketers to reach the maximum number of social media followers.
In order to reach the maximum number of followers possible, event marketers will need to invest in well-designed digital advertising campaigns.
The Next Step
Digital advertising is growing in importance. Some event marketers already know this and have changed their event marketing strategies in accordance with larger tech trends. But the majority of event marketers have not updated their event promotion strategy in light of new trends.
In order to market an event effectively, organizers and marketers must harness the power of digital advertising to drive registrations. To learn more about digital advertising best-practices, sign up for a 30-minute webinar recording.