A recent article published by Google, titled “The new consumer behaviors that defined Google’s Year in Search” states that “[In 2017] we found that people are more curious, more demanding, and more impatient than ever before.”
Here are the two key insights revealed by the report:
– People expect to be able to find exactly what they’re looking for, wherever and whenever they’re looking for it.
– In 2018, people will ask more detailed questions and want more personally relevant answers, and they’ll want it all faster than ever before.
The insight that personalization is key to delivering quality service will not surprise the savvy event marketer, who is often in the fortunate position of knowing their attendees’ overarching requirements and aspirations from their events. However, the eye-opening insight from the above-mentioned report is the rising expectations of consumers. Attendees will soon expect you to not only recognize their individual requirements much faster than ever before but also to anticipate these proactively. Is your team geared to meet that expectation?
Though this may seem like a tall order, smart automated technology can help you collect and put data to work to understand and anticipate each attendee’s specific requirements. This will allow you to craft messages, serve recommendations and provide next steps that speak to each attendee, in a customized and dynamic manner.
There are two categories of data required for rapid and progressive personalization: descriptive and behavioral.
Descriptive data comprises demographic information. It includes basic things like the attendee’s name, title, company, location, email address and telephone number, but savvy marketers can also dig deeper and include other information giving more context to their profile, such as if they are a returning attendee, have buying authority, or if they are attending educational sessions.
Behavioral data adds context to the descriptive information by providing facts about the attendees’ interactions with your event’s digital assets. This data reveals the attendee’s behavior patterns: which emails were opened (and when), how the website was navigated, which product categories are they interested in, and more.
If you are interested in learning more and understanding how smart matchmaking and marketing automation technology can serve rapid and progressive personalization to your event participants, contact us today!
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