• by Errol Menke , November 4, 2008

There has been a shift in the marketing landscape. Backed up by many recent research studies, CMOs are increasing spend on digital at the expense of traditional marketing.

The fact is that we have so quickly entered into a business climate, driven by current economic conditions, that it has given us ROI tunnel vision. Many marketers are shifting from "traditional" marketing tactics--such as print and event marketing--and increasing investment in digital media, such as PPC and SEO, mainly because those tactics have a clearer metrics for determining success, from click-through rates to behavioral analytics.

This trend has taken over marketing plans at some of the biggest brands to some of the smallest marketing shops. However, it could be the way we are looking at, tracking and investing in traditional marketing--particularly event marketing--that needs to change.

To make event marketing more efficient and increase ROI, marketers should try to mirror traditional marketing efforts with their digital marketing efforts. For example, in digital marketing we take time to ensure that we are reaching the right user, at the right time and the right place. However, with events, marketers will often invest in a main industry conference based on frivolous facts--maybe even just one team member's opinion.

There are many different events through which you can reach a targeted audience. This makes it all the more important when booking an event to know your demographics and thoroughly review all the different venues through which you can reach that audience. Make sure the demographic target of the event is in line with your digital marketing targets.

Going beyond targeting, marketers should aim to reach their target audience in the right state of mind. In the digital world, there has been an increased focus on behavioral targeting, and this focus will continue to grow as behavioral targeting is applied to other forms of marketing beyond online to media such as television.

Event marketing offers a way for marketers to connect with an audience on a personal level and reach them in a certain state of mind while they are engaging in certain actions or behavior. Knowing how an event's audience members connect and engage will help to further ensure that this is the right target audience for your company and provide the opportunity to deepen their relationship with your product or service.

For example, a growing trend is "experience event marketing," which gives attendees the chance to feel connected and interact within an event setting. Smart Talk Connected Conversations is an example. This national women's celebrity lecture and entertainment event series has created a program that delivers experiences by, for and between women. When attending, women hear about inspiring real-life experiences, which transform their sense of time and place and mood--and as such, increasing their receptiveness to the brands and marketing messages they are exposed to.

Another example is Shecky's Girls Night Out events. While aimed at a younger demographic, this women's shopping event aims to connect with attendees while they are taking part in a certain type of experience. Investing in events such as this helps marketers not only to reach, but inspire and connect to their target demographic on a deeper level and strengthen brand connection. This type of event marketing extends the meaning of ROI to also mean Return on Imagination.

Overall, traditional event marketing should not be pushed aside, but reexamined for ways to increase ROI. Especially in a time of economic downturn, it's important to connect with target audiences on a personal level--and event marketing may be the best way to do it.