LAWRENCE COBURN

HOW TO DEVELOP A WINNING MOBILE STRATEGY FOR EVENTS

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Agenda

ContextMarketing is about ROIThe offline opportunityLooking aheadQuestions?

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Rocket ship

*Source: Gartner, IDC, Ender’s Analysis

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…And it’s early days

*Source: Gartner, IDC, Ender’s Analysis

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“90% of the data that exists in

the world has been created in the

last two years.”

- IBM

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Growth of data

Source: Mary Meeker

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A digital layer to the real world

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Starting with the smartphone

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“Today, the customer experience

increasingly revolves around

technology, that means, of

course, that the customer

experience increasingly

generates data...”

- Forbes, January 2013

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Marketing is about ROI

Marketing IT

Marketing IT

Social Media

Website Analytics Digital Advertising

Social Media

Website Analytics

Website Analytics

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Marketing technologies

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“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)

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A collision

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Primary data source

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…And this

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The world has changed

2014?

Events

201120072003Email

Campaigns

1999Websites

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Events have gone digital

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Personalize the experience

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Surface the dark leads

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Think beyond event apps

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Gain event intelligence

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Mission control: GDC 2014

Top game developers conference

>2M taps

>305K publishing actions

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Methodology

Every tap is a signal

8 different gestures scored

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How intelligent is your event?

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Keep the conversation going

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Invite top speakers to return

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Tell vendors how important they are

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Turn influencers into advocates

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Make better decisions

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Intelligent eventsFor Attendees:

Personalize the experience based on

behavior

For Exhibitors:

Light up the dark leads

For Organizers:

Optimize your events in real-time

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The online/offline holy grailLe

ad

Sco

re

Activities

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…but hold on one sec

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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

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Placeholder: for the exhibitor

The Organizer: Option 1

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Beacon technology

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But, what comes next?

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Smartphones and tablets are TODAY’S delivery vehicle for… the real disruptive force.

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Smartphones and tablets are TODAY’S delivery vehicle for… persistent connectivity.

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Exhibit A

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Exhibit B

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Exhibit C

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@lawrencecoburnwww.doubledutch.me

lawrence@doubledutch.me