Introduction

 

Event marketing has evolved significantly over the years, impacted by dynamic changes of consumer behaviour and advancements in technology around the world. It’s a powerful tool for  businesses looking to connect with their audiences or individuals aiming to organise a community gathering. In this article, we’ll explore the key strategies and trends that will shape event marketing in 2024 and which will still be 2025.

 

Human Nature and Event Marketing

 

Scientifically, it is established that humans are social animals; we naturally interact and rely on one another. Event marketing, shaped by this inherent social nature, has always focused on bringing people together to create shared experiences. It can be a ceremony, a party, a festival, a seminar and many more which root deep in our daily lives. However, the way events are conceptualised, promoted, and executed is continually evolving. Traditional physical gatherings are no longer the sole method, as the industry now embraces digital innovation and hybridisation.

 

The Impact of the COVID-19 Pandemic

 

Drastically, the pandemic challenged the event industry by restricting physical gatherings and creating the new normal which influenced human behaviour such as wearing masks, working remotely, and cashless payment. This global crisis forced the industry to adapt virtual and hybrid events, businesses turned to digital platforms to host events, webinars, and conferences to be able to run events during the pandemic.  

 

 

During and after the pandemic, becoming content creators was a notable trend. Many people lost their jobs, had lots of free time at home or were bored with the real world, they became content creators, many  turned to content creation as a way to earn income, express themselves, and connect with others. 

 

Obviously, the pandemic led more people to join in the digital space and look for new opportunities for themselves. The fluidity of event marketing made it survive during the difficulties and evolve into the next level. 

 

Hybrid Events

Since the pandemic, hybrid events—combining in-person and virtual elements—have become increasingly popular. They’re the best options of both worlds, online and offline, allowing businesses to reach a global audience while maintaining the personal touch of face-to-face interactions.

 

 

Hybrid events are made possible through livestreaming or broadcasting from on-site, enabling remote attendees to participate online. This format provides greater flexibility and accessibility, making it a preferred choice for many organisations.

 

The Trend of Influencer Partnership

 

Influencers and content creators have rapid growth in recent years, with anyone now able to become their own publisher, sharing content that can quickly spread and become viral. 

 

 

Partnering with influencers and content creators can greatly enhance a business's ability to connect with its audience. This trend extends beyond event marketing; many businesses are increasingly using influencer marketing as a strategic approach to expand their reach and engage with a broader audience. 

 

Even traditional media outlets, such as newspapers, television, and radio, are now leveraging influencers and content creators for their work. 

 

Hence, influencer partnerships is one of the trends that are very popular among businesses in various industries, including event marketing. You may use influencer marketing to create interests at your event. 

 

CEO Marketing or CEO Branding  

 

Even though many businesses rely on influencer marketing or key opinion leaders (KOLs), their return on investment (ROI) may not be worth it. It’s because of several reasons, such as irrelevant influencer choices, content quality, low conversion rate, and expensive costs.

 

 

Recently, CEO marketing has risen. It’s a strategic approach where the Chief Executive Officer (CEO) plays an active role in promoting their company and brand. It involves leveraging the CEO's personal brand to enhance the company's reputation, build trust with stakeholders, and drive business growth. In today's competitive landscape, where consumers seek authenticity and transparency, CEO marketing has become an essential element of a successful business strategy. 

 

This trend may be considered a component of Governance from Environment, Social, and Governance (ESG), which will be discussed later in this article, in the Environmental, Social, and Economic Sustainability section below.

 

As CEOs become more well-known in their industries or generally , they have opportunities to host their own seminars or participate as guest speakers at related events. These platforms allow them to share their personal stories, discuss the journey of their business to success, and offer insights on relevant topics. By doing so, they not only enhance their own personal brand but also reinforce the credibility and authority of their business, and expand their connection.

 

Read more about Influencer and CEO Marketing in the article “Unlocking Brand Potential: A Deep Dive into Influencer and CEO Marketing"

 

Personalisation and Data-Driven Experiences

Too much content to consume can trigger fatigue and irrelevance to the audience, especially if the contents aren’t their preferences. Personalisation is the solution for this pain point. It helps businesses to communicate with their audience precisely and accurately. Leveraging data analytics, businesses can gather insights into audience behaviour, preferences, and engagement levels to create personalised event experiences to execute effective event or other marketing

 

 

For example;

 

Jim wants to sell premium soda in Thailand. He does research and finds insight data that the audience who love soda and can afford the expensive price is becoming more healthy. So, he develops his premium soda to be in a healthy trend by reducing calories, sugar and sodium. When it’s well developed and ready to be sold, he uses healthy and luxury brand ambassadors for his product. He publishes content about alternative healthy soda. For the product launching event, he also chooses the venue close to the premium gym, because he gets insight data that the gym-goers want to get fresh after exercise.

   

Jim's strategic approach demonstrates how personalisation and data-driven experiences can be applied in business. By leveraging insights and data, he works on his product, marketing efforts, and event planning to meet the specific needs and preferences of his target audience.

 

• Jim identifies that his target audience, who can afford premium soda, is increasingly focused on health. 
• This insight leads him to adapt his product to fit their preferences by reducing calories, sugar, and sodium.
• By using healthy and luxury brand ambassadors, Jim aligns his marketing with the values of his target audience, enhancing the appeal of his product.
• Creating content about alternative healthy soda speaks directly to the interests and concerns of his audience, making his brand more relevant and engaging. 
• Choosing a venue near a premium gym based on data about gym-goers wanting a refreshing drink after exercise shows how Jim uses data to make strategic decisions that enhance the effectiveness of his event.

 

Environmental, Social and Economic Sustainability 

 

Due to mass consumption and growing global challenges, sustainability has gained significant recognition among the global population and businesses. It revolves around the concept of creating a system that supports long-term growth and stability while ensuring minimal harm to the environment, benefiting society, and maintaining a healthy flow of the economy. 

 

 

Apart from Environmental, Social, and Economic (ESE) Sustainability—key principles in event marketing—there is also the concept of Environment, Social, and Governance (ESG). While ESE focuses on creating systems that support long-term growth and stability with minimal environmental impact and social benefits, ESG adds a governance dimension. Governance in ESG encompasses a company's leadership, executive compensation, audits, internal controls, and shareholder rights. Good governance ensures that a company’s operations are transparent, fair, and accountable, reinforcing trust and integrity in business practices.

 

Examples of ESE Adaptation in Event Marketing

 

Environmental Sustainability:

 

• Eco-Friendly Venues: Choose venues that have strong environmental policies, such as energy efficiency, waste reduction, and water conservation practices.

• Sustainable Materials: Use recyclable or biodegradable materials for event decorations and promotional items. Opt for digital alternatives where possible, such as digital tickets, online brochures, and virtual event platforms.

• Waste Management: Implement waste reduction strategies, including composting, recycling stations, and minimal use of single-use plastics. 

 

Social Sustainability:

 

• Inclusive Participation: Ensure that your event is accessible to everyone, including people with disabilities, different cultural backgrounds, and various socioeconomic statuses. This could involve offering different ticket pricing tiers, scholarships, or community tickets.

• Community Engagement: Collaborate with local communities in the planning and execution of the event. This might involve hiring local vendors, featuring local artists, or supporting local charities. 

• Health and Wellbeing: Prioritise the health and wellbeing of attendees by providing healthy food options, encouraging physical activity through event programming, and creating spaces for relaxation and mental wellness.

 

Economic Sustainability:

 

• Support Local Economies: Partner with local businesses for catering, supplies, and services. This not only supports the local economy but also reduces the environmental impact associated with long-distance shipping and logistics.

• Fair Trade and Ethical Sourcing: Use products and services that are ethically sourced and fairly traded. 

• Long-Term Value Creation: Focus on creating events that offer long-term value, both for your business and the community. This might involve building lasting partnerships, investing in local infrastructure, or providing ongoing educational opportunities.

 

By adopting ESE principles, event marketing can contribute to a more sustainable future, ensuring that events not only achieve business objectives but also positively impact society and the environment. This approach builds stronger connections with audiences who value sustainability, and it positions your brand as a leader in responsible business practices.

 

Artificial Intelligence (AI) and Automation 

 

AI and automation are changing the world. These tools allow you to save time, cut costs, and create more engaging experiences. By automating routine tasks, you can focus on more important things like personalising the event and keeping attendees engaged. AI can also be used to analyse data and predict trends, helping to optimise event strategies and improve outcomes. Additionally, integrating AI and automation into event activities can offer innovative and interactive experiences for attendees, making events more memorable and impactful.

 

 

Examples of AI and Automation Adaptation in Event Marketing

 

• Interactive Event Apps: AI can power event apps that offer interactive features such as personalised agendas, live polling, and Q&A sessions. These tools engage attendees and encourage active participation throughout the event.

• AI-Driven Content Creation: AI could be used to generate content for events, from writing speeches and presentations to creating marketing materials. This would further streamline the planning process and ensure consistency in messaging.

• Virtual Reality (VR) and Augmented Reality (AR): VR and AR technologies could create immersive experiences at events, from virtual tours of venues to interactive product demos. These technologies are likely to play a bigger role in event planning as they become more accessible.

 

Conclusion

 

In 2024, event marketing still remains a crucial tool for connecting with audiences, evolving alongside advancements in technology and changing human behaviour. Much like a liquid adapting to its container, event marketing continuously adjusts to deliver exceptional experiences, even under challenging circumstances like the COVID-19 pandemic. It demonstrates resilience and versatility, ensuring businesses can create impactful and memorable events that resonate in a constantly changing world. Looking ahead to 2025, these principles will remain relevant, but with even more advanced technologies and dynamic changes in the human experience. 

 

PICSO and Dynamic Changes

 

As a specialist in event marketing, PICSO COMPANY offers a one-stop service for events, exhibitions, and interior design. We continuously update our work to align with the latest trends and technology, adapting personalised strategies to maximise the success of your projects. 

 

If you’re looking to create impactful events, exhibitions or interior design that are worth it, PICSO is your trusted partner. 

 

For more information and content about event, exhibition and interior, you may visit and follow our channels on - 

📌 Website: https://bit.ly/picsoweb

📌 Facebook: https://bit.ly/picsofb

📌 Instagram: https://bit.ly/picsoig

📌 TikTok: https://bit.ly/picsott

 

Together, let's craft a solution that sets your business apart. Contact PICSO today and make your next project of event, exhibition, or interior truly remarkable!

Tel: +66982878697 

Line / Kakao: bumin123 

Email: bmkim89@picsothailand.com