At many corporations, the
meeting-planning role is a function of marketing.
Indeed, all conventions are marketing
events, serving as a platform to brand
your organization, industry, field, or
profession. With that in mind, here are
10 marketing trends, excerpted from
a recent Forbes blog post, that can
help inform your events. We’ve added
exhibition-specific takeaways for your
1 MOBILE IS GOING TO BECOME
THE CENTER OF MARKETING. From
cellphones to smartphones, tablets
to wearable gadgets, the evolution of
mobile devices is one of the prime factors influencing the marketing world.
› Exhibitions Your convention website,
education program, exhibit-hall map, etc., all
need to be created with responsive design,
as attendees increasingly are accessing your
content via their mobile devices.
2 TRANSPARENCY WILL DIC TATE
Currently, customers are seeking more
engagement from brands. This trend
will continue with customers becoming
more demanding in their expectation
of transparency. Genuine brands — the
ones that “walk the talk” and create real
value — will be rewarded.
› Exhibitions Your exhibition must create
value — and that applies to your sponsors as
well. Make sure sponsorships are transparent
10 Top Marketing Trends
3 THE NEED FOR GOOD CON TEN T
WILL NOT SLOW DOWN. EVER. Content,
particularly visual content, will rule
the roost in the online marketing world,
evolving into various forms and disrupting conventional marketing models.
Moreover, the speed at which a brand
can create amazing content will play a
part in its success.
› Exhibitions Content that cannot be found
online is critical to your value proposition as a
face-to-face event. On the flip side, make your
convention a hybrid event. Stream sessions
and provide online-only features to a virtual
audience to expand your reach.
4 USER-GENERATED CONTENT WILL
BE THE NEW HIT. The power of user-generated content will surpass branded
content as brands begin to relinquish
control of their own brands’ marketing to their customers. From online
reviews to social-media posts and blogs,
this means there will be a strong need
for brands to create a positive impact in
their consumers’ minds. In response to
this model of content production, content co-creation between brands and
consumers will become a popular trend.
› Exhibitions Give participants more
opportunities to crowdsource program
5 SOCIAL WILL BECOME THE NEXT
IN TER NE T. Social will become an integral part of the “broader marketing discipline.” As its impact grows stronger,
most brands will fully transition their
marketing efforts to social channels.
As such, social has the full potential to
become not just one of the channels but
› Exhibitions Social media is already an
important part of both the marketing mix and
on-site engagement. Use it as a way to pull
back the curtain on your event, so attendees
can feel more connected to the people
designing their face-to-face experience.
6 BRANDS WILL OWN THEIR AUDIE NCE . By cultivating brand community
and entering into direct conversations
with their customers, brands will begin
to own their audience in a way that will
create loyalists and brand advocates. In
the future of marketing, branding and
marketing efforts will have their seeds
rooted in what customers are talking
about. The customers’ responses and
feelings toward the brand will dictate
future campaigns. Essentially, if the customers are happy, they’ll gladly wear the
marketer’s hat and do what is needed to
bring their favorite brand in focus.
› Exhibitions Cultivate your event as a
community that responds to its members’
7 BRANDS SOLELY FOCUSED ON
MILLENNIALS WILL GO OUT OF RELEVANCE. Brands will need to understand
that the Millennials are not a niche
“youth” segment but a generation of
people who will ultimately give way to
a newer generation. Therefore, Millen-nial-focused brands will have to change
their game to stay relevant.