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LAWRENCE COBURN HOW TO DEVELOP A WINNING MOBILE STRATEGY FOR EVENTS This a place holder for an awesome photo of you that our Eventbrite designers will insert. No need to do anything here speakers
& are now partners!
Agenda Context Marketing is about ROI The offline opportunity Looking ahead Questions?
Rocket ship *Source: Gartner, IDC, Ender’s Analysis
…And it’s early days *Source: Gartner, IDC, Ender’s Analysis
“90% of the data that exists in the world has been created in the last two years.” - IBM
Growth of data Source: Mary Meeker
A digital layer to the real world
Starting with the smartphone
“Today, the customer experience increasingly revolves around technology, that means, of course, that the customer experience increasingly generates data...” - Forbes, January 2013
Marketing is about ROI Marketing IT Marketing IT Social Media Website Analytics Digital Advertising Social Media Website Analytics Website Analytics
“CMOs have long cited events, such as trade shows and exhibits, as a prime marketing and customer engagement mix, but a new study by the CMO Council has found that the old way of developing and measuring ROI for events is falling woefully behind.” - CMO.com (April, 2013)
Primary data source
The world has changed
Events have gone digital
Personalize the experience
Surface the dark leads
Think beyond event apps
Gain event intelligence
Mission control: GDC 2014 Top game developers conference >2M taps >305K publishing actions
Methodology Every tap is a signal 8 different gestures scored
How intelligent is your event?
Keep the conversation going
Invite top speakers to return
Tell vendors how important they are
Turn influencers into advocates
Make better decisions
Intelligent events For Attendees: Personalize the experience based on behavior For Exhibitors: Light up the dark leads For Organizers: Optimize your events in real-time
The online/offline holy grail Lead Score Activities
…but hold on one sec
In review There is a digital overlay emerging on the real world Data capture and sharing is through the roof Events (and retail) is a wonderful petri dish for this convergence
Placeholder: for the exhibitor The Organizer: Option 1
But, what comes next?
Smartphones and tablets are TODAY’S delivery vehicle for… the real disruptive force.
Smartphones and tablets are TODAY’S delivery vehicle for… persistent connectivity.
@lawrencecoburn www.doubledutch.me firstname.lastname@example.org