97% of business event customers see digital content as a non-negotiable essential

For an event to be credible, it must have regular blog content and social media postings. That is the opinion of the absolutely overwhelming majority – 97% – of people who have attended a business event in the last two years.

The finding is from a survey commissioned by Formative Content for its new report: The Future of Events: The Challenge of Digital.

Rapid change

The report polled event organisers and attendees to gauge opinion on what is experienced and expected in the industry and how organisers are responding to rapidly changing demands.

The flip said of the 97% figure, of course, is that only 3% of those who have been to events would regard an event as credible if it did not have digital content. It is a stark demonstration of how mobile devices and digital content have become a central part of the event experience.

Source: The Future of Events: The Challenge of Digital, Formative Content

Information expectation

The central role of online content was highlighted by the fact that the majority of people who attended events said they used the events online presence as their main source of information ahead of and during the event.

Source: The Future of Events: The Challenge of Digital, Formative Content

The report shows what a challenging time it is to be running events, with a fragmented media market and multiple, rapidly evolving technologies. But it concludes that with an informed content strategy, there are unique opportunities to too.

“For innovative, dynamic organisations, this is also a time of almost limitless possibilities. With strategic thinking, audiences can be engaged like never before. Credible, authentic and democratic involvement fosters interest and loyalty and helps build a brand that can endure and expand.”

The study sets out the need for a Digital Action Plan to engage and inform event customers before, during and after events and shows how events can evolve to become a year-round brand.

Find out more in the report, The Future of Events: The Challenge of Digital. Enter your name and email address to download your copy.

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Formative Content’s team of experienced journalists and marketers will help you build the reputation of your brand. Get in touch – we’d love to hear from you. office@formativecontent.com Tel: +44 (0) 20 7206 2687

Keith Breene is a Senior Writer at Formative Content, specialising in the creation of first class live reporting, blog writing and film making. Formative Content is a UK based content marketing agency producing high quality content, live event coverage and strategic communications support for clients around the world.

Formative Content is a UK based communications agency producing high quality content, live event coverage and strategic communications support for clients.