6 Event Marketing Trends for 2018

February 9, 2018

Katie Boucher

Katie Boucher is the Marketing Content Strategist at Derse, where she leads the strategy and development of targeted, relevant content across a variety of channels to ensure an effective approach to the company’s marketing communications and lead generation programs. She has a strong record driving positive customer results through thought-provoking and engaging initiatives in trade show, retail and manufacturing industries.

Whether it’s making a list and checking it twice or end-of-year recaps and wrap-ups, winter is the season of lists. At Derse, much like when it comes to events, we’re all about preparation. So, we’ve scoured the internet for opinions and predictions on event marketing trends for the coming year.

These predictions from Chief Marketer, Entrepreneur, Forbes and more, combined with our knowledge from the past year and our expertise in aiding companies with events, exhibits and experiences led to our own list.

Here are the trends to look out for in event marketing over the next year.

 

  1. Quality content: Being present is important and a huge advantage in face-to-face marketing, but it’s not enough. Quality over quantity is the name of the game across all marketing channels these days and it will be crucial to have relevant content that resonates with your event attendees in 2018.

 

  1. Virtual and augmented reality: While the adoption of these two technologies hasn’t exploded as quickly as expected, their potential to change how events work is still huge. Expect to see the reality of events change in 2018 as more brands incorporate this tech into trade shows.

 

  1. Phones and video: Video content is the new norm. Live video from events broadcast on social media, like Instagram stories, will be key in the new year. Video isn’t bonus content anymore; it’s table stakes. Provide it or be left behind. This also means phones will be all over every event to film and broadcast attendee and influencer content. This makes it essential to have an event site that’s optimized for smartphones. It will help coordinate social sharing and provide helpful info to tech-savvy attendees during the event.

 

  1. Immersive technologies: Drones, artificial intelligence and machine learning are changing the way information from events is gathered and analyzed. That means marketers will have more – and more accurate – data on event trends than ever before. This can be used to fuel effective immersive and experiential marketing, both of which can leverage new technology. Look out for plenty of immersive and experiential marketing in 2018, too.

 

  1. Social media and influencer marketing: While there’s speculation that both these forms of marketing will undergo drastic changes, they will still be important during 2018. As they go through this metamorphosis, the key will be to keep a finger on the pulse so you can adapt to new social media and influencer evolutions, and the trends they become, as they happen.

 

  1. Real connections: Brands still agree that event marketing is essential to success but it’s the execution that puts the real results behind that faith. Technology and automation are on the rise everywhere, making genuine connection something audiences will crave alongside those new tools and gadgets. Use tech, but make sure you’re partnering it with personality and a human touch to create relationships with your attendees.

Add new comment

Partner Voices
Here at Mandalay Bay, venues are inviting and innovative. As one of the most iconic names on the Las Vegas Strip, the Mandalay Bay Convention Center has recently undergone an exciting upgrade. This renowned venue now offers everything your business needs, with a refreshed convention space designed to inspire productivity and creativity, as well as an impressive selection of world-class restaurants and amenities. If you're searching for a venue that is both inviting and innovative, Mandalay Bay is the place to be. Mandalay Bay is committed to investing in a new wave of enhancements, not only in the convention space but also throughout the entire resort. With new restaurant openings and remodels, spectacular entertainment, and updated rooms, Mandalay Bay promises to deliver new and exciting experiences to its guests until 2024. To create a truly effective conference venue, Mandalay Bay has carefully considered what businesses require. The right technology, capacity, and inspiration are essential to take ideas to the next level. The refreshed Mandalay Bay Convention Center has been designed with your business in mind. Every room is equipped with newly-upgraded technology, enhancing our ability to support bandwidth demand and overall data capabilities. Additionally, the addition of 10 new digital walls provides bigger and more dynamic ways to display customized content messages. Mandalay Bay offers world-class conference space and service. The venue options range from ballrooms to ample pre-function spaces, catering to teams of any size while accommodating multiple large groups simultaneously. Our certified planners work collaboratively with you to understand your specific event requirements, anticipating your business needs and offering the best-fit solutions. In addition to providing exceptional conference facilities, Mandalay Bay is also dedicated to sustainability. We strive to give our guests an unforgettable experience while minimizing our impact on the environment. As part of our sustainable energy efforts, you'll find refillable water stations throughout the property, eliminating the need for single-use plastic bottles and reducing unnecessary plastic usage. Mandalay Bay is proud to offer an upgraded and enhanced experience for businesses seeking a venue that combines innovation, convenience, and sustainability. Whether you're hosting a conference, meeting, or other business event, Mandalay Bay's refreshed convention space, world-class service, and commitment to sustainability make it the ideal choice. Come and discover the new wave of experiences awaiting you at Mandalay Bay on the Las Vegas Strip. Wherever your organization is going, getting there starts with being here.