Actual article date: Sep 1, 2014

While the Accenture’s CMO Insights is very much focused on the current digital transformation of the role of the CMO, we see that there are important insights that the events industry can glean from the report.

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Analytics will be a core competence for marketers

Marketers have highlighted analytics as a key fundamental change in the profession. This means that increasingly, everything has to be measured and data mined for insights. The digital world has always provided a trove of measurable performance with metrics like CTR, CPM etc. Events have to a certain extent, none or comparatively little measurable metrics for marketers.

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Events still a key piority for marketers but digital is catching up

While physical events have been vying for the marketing pie against digital, we know that the trump card of the industry is that simply nothing beats face-to-face. However digital solutions are fast catching up in marketing effectiveness and in the near future, events will need to up their game.

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Customer experience is of major importance

While customer experience is cited as an important mission for marketers, the execution to boost customer experience is still not too ideal. Events can help with that as they provide the most intimate experience for their customers by focusing not only on what matters (delivering relevant business to clients) but as well as putting meticulous preparation into the event programming as well as structured networking sessions. Never leave your clients as well as their potential customers to “fend” for themselves in your event.

Check out the extensive report by Accenture here.

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