Ajay Bhojwani, Managing Director, MCI, brings nearly two decades of unparalleled expertise to the field of event management. He has played a pivotal role in expanding the group’s presence across Abu Dhabi, Oman, and Saudi Arabia. Beyond his role at MCI, he holds voluntary positions in various industry bodies, such as serving as the Middle East ambassador for the International Association of Professional Conference Organizers and chairing the board of the UAE's Events Group. In an exclusive interview with Asia Business Outlook, he shares his insights on how one can stay relevant and ahead of others in the turbulent field of digital marketing.
Today, digital marketing has emerged as one of the most powerful instruments when it comes to attracting participants, worldwide. If we look at the pre-pandemic era, digital marketing was crucial, especially in event planning. However, its true importance has been unearthed in the post-pandemic era.
As the world moves towards virtual and hybrid events, dependence on digital platforms to carry out events cannot be underpinned today. Hence, utilizing digital marketing avenues is essential for successful event promotion. Furthermore, social media platforms such as Instagram and TikTok, alongside e-broadcasting, are being significantly leveraged to exhibit the attractions and distinctive features of event venues. Here, by crafting engaging content on these platforms, organizers can build great anticipation in the minds of audiences for the event and emphasize the appeal of the destination.
In addition, collaborating with destination marketing organizations allows event planners to incorporate destination-specific content into their promotions. With this, organizers can offer attendees deep insights into local attractions and cultural offerings. Also, this strategy enriches the event experience and enhances attendee participation.
Furthermore, leveraging data and carrying out analytics in an effective manner is crucial for making informed decisions during event promotion. Here, one can gather data from diverse sources. For instance, online research and direct consultations with destination authorities can unroot a good deal of information, wherein they can evaluate past event performances, monitor audience growth patterns, and assess the effectiveness of marketing tactics. Furthermore, this also helps event planners make informed choices about destination selection, refine marketing strategies, establish beneficial partnerships, and tailor each event to meet the specific needs and preferences of its audience.
"Event planners should focus on fostering ongoing communication and cooperation so as to maximize the success of their events while leveraging the strengths of their chosen destinations."
It is evident to everyone that staying abreast of changing market dynamics and emerging technology trends in digital marketing is imperative for event organizers to stay competitive. Understanding this, marketing teams must continuously indulge themselves in conducting research to discover innovative channels, trends, and advancements within the digital marketing sphere. From text marketing to photo marketing and now video marketing, organizers adapt their strategies to leverage the latest platforms and formats that resonate with their target audience. So, by keeping track of industry advancements, participating in conferences, and connecting with colleagues, event planners guarantee the relevance and effectiveness of their strategies. This proactive approach allows them to maintain a competitive edge and execute impactful marketing initiatives for event destinations. In addition, collaboration with event destinations commences in the pre-selection phase and extends throughout the evaluation process. Event planners engage in discussions with potential destinations to gauge their compatibility, considering factors like infrastructure, industry alignment, and marketing assistance.
Furthermore, event planners should focus on fostering on-going communication and cooperation so as to maximize the success of their events while leveraging the strengths of their chosen destinations.
Working closely with destination tourism boards, organizers explore partnership opportunities and evaluate their capabilities in promoting the destination to attract event attendees. Moreover, engaging with stakeholders, including event organizers and local enterprises, plays a pivotal role in amplifying marketing endeavors for event destinations. Organizers place a high priority on collaborating with local partners and suppliers to both support the community and ensure cost-effectiveness. With assistance from destination authorities, organizers are introduced to reliable stakeholders, assessing them based on criteria like quality, reliability, and alignment with event goals.
Another crucial aspect in ensuring the success of an event is to prioritize partnerships with local entities. This will create a win-win situation for the both parties; economic prosperity of event destinations and cultivation community involvement.
In addition, organizers can enhance the success of events and create memorable experiences for attendees by leveraging today’s digital platforms, employing insights driven by data, keeping up-to-date with emerging trends, and cultivating robust relationships with event destinations and the concerned stakeholders.
So, to conclude, devising a holistic strategy is imperative as it not only enhances the event experience but also fosters the sustainable development of event destinations.
"To maintain a competitive edge in the market, staying updated with emerging trends and technologies in digital marketing is essential for event organizers."
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