Building the Future of Brand Engagements: Highlights
07.27.23
Laliv Hadar, VP, Marketing
InVision Communications
Building the Future of Brand Engagements: Highlights
InVision Communications recently brought together senior-level marketing, communications and event professionals in Chicago at our annual Exchange program to explore the future of Brand Engagements as we emerge from the disruption of the last three years.
Through guided peer-to-peer discussions, content presentations, networking events, and unique experiences, we discovered the trends that are reshaping our industry, shared best practices, heard from thought leaders, and made long-lasting connections
Read ahead for the highlights the group shared around the future of brand engagements:
The pandemic accelerated the shift towards virtual engagements and changed how brands engage with audiences. The new normal is a hybrid of virtual and live experiences, incorporating traditional and digital channels, as well as real and augmented reality.
Customer expectations have changed, and brands are adapting by focusing on sales-driven events, targeting decision-makers, and delivering value through content and personalized experiences.
Event strategies have evolved to focus on content creation, using events as launchpads for new content with longer shelf life. Moreover, companies are reevaluating their event strategies to include more intentional, focused, and intimate gatherings with decision-makers rather than a "spray and pray" approach.
Budget constraints have pushed teams to think more creatively and make decisions that maximize the impact of limited resources. While return to F2F was predominant in 2022, currently event teams are evaluating a more balanced approach that utilizes digital for cost savings and reach efficiency.
Marketing strategies have shifted to focus on fewer places with bigger investments – rather than spreading budgets thinly across various channels. Marketing programs have become more intentional, focusing on targeted audiences, and building customer stories.
Marketing teams are increasingly adopting persona-based marketing to connect messaging with specific audience segments and their unique challenges and interests.
The workforce experienced significant changes, including budget cuts, resource reallocation, upskilling, re-skilling, and the need to adapt to new ways of working. In some cases, teams have been redistributed or relying on an agency model for event execution.
These insights provide a glimpse into how the marketing landscape has evolved in response to the pandemic and changing customer expectations. Brands are adapting their strategies, focusing on content, and making smarter investments to build connections and loyalty in the new, hybrid reality.
If you’re looking to create impactful brand experiences that move your audiences to action, contact your InVision account representative or info@iv.com to learn more.