How 4.0 customization can enhance the experience of your event


Defined personalities and established communication styles are the key words of the old-fashioned marketing personalization techniques. Today, organizations of all types target specific groups of their audiences with segmented content. But when it comes to engagement, the most effective communication is made possible by allowing audience members to identify their own groups.

If you want to put a label on the strategy, try this: customization 4.0.

As Dmitri Siegel, a former Urban Outfitters marketing executive, said, personalization helps us "stop selling dresses to men." While this may have been originally intended for brands selling products, it also applies to employees. With the increasing amount of online information, event marketers must follow the movement of personalization and use that data to personalize the content. Event the experience, not just the customer experience.

Update your customization strategy

What is the best way to launch this new personalization strategy? First, marketers should let their users lead the way. The content selected by the users can be used to generate a personalized profile comprising a score or an evaluation for given domains of interest. In other words, users must be able to define what interests them by visiting pages and interacting with the content.

However, users must generally actively identify the content that they deem relevant. Twenty-seven percent of content marketers use manual processes for content creation and customization, while only 5 percent rely on full automation. Use AI and IoT sensors Can help marketing teams recognize users who search the web or walk around a conference then make content recommendations based on past behavior. This is the next step towards better customization.

The signals from these sensors can help artificial intelligence programs build a user profile based on attention-based metrics, offering subtle and immersive content suggestions. And as a bonus? More accurate user profiles help marketers use their time more wisely. Think back to 27% versus 5%. Imagine the time gained by marketers when processes are automated!

How can AI help?

Anecdote: There is more than one way to effectively apply AI in this context. The best solution for you depends on what you are looking for. However, defining categories – and some settings within these categories – can help identify the types of content that most interest your users.

When you group communities by interest, you can send the members of the group the recommended content based on how they engage with the content. Suppose 50 of your event attendees viewed one of your videos, read your e-book, and downloaded a white paper on the same topic. Our artificial intelligence tool can help identify and group these users and send them more related content or encourage those 50 users to network or interact based on their shared interests.

Then, during the event, you can give participants smart badges that collect information about the sessions, booths and experiences that they visit. If there is a correlation between these actions and the content they consumed before the conference, your artificial intelligence tool can help you create models for the communities to which the participants belong. Think of forums where like-minded people share best practices in their field, all based on shared interests online and in person.

AI-enhanced customization techniques, such as these smart badges, ensure that personalization does not come with Big Brother chains; they primarily benefit participants receiving these custom touch points rather than existing exclusively to serve event owner metrics. Anticipating what people want during an event can be a gray area with skewed opinions. By understanding exactly what they want based on their past choices, you can analyze in real time the information provided by the users. As AI and machine learning continue to mature, you will be able to collect more granular information that, in turn, will make more sense to users.

Launch Personalization 4.0

Of course, the events have a limited life, but it takes at least three or four months of communication to arrive at this event. Then there is the week on the site and the follow-up communication. The way your participants engage with pre-event content – or, do not engage it – indicates that pre-event content can inform content that you should serve them a week and in the coming weeks.

Collecting this information and conducting interactions with AI allows you to better rotate and talk to audience groups that you may not have noticed before. The main benefit of the bottom-up approach to the categories of top-down personalities is that you will be able to stay agile with communications based on new information and not work with false assumptions that, during the course of your life. a live event, you have no way to confirm until well after the fact.

Customization is a heavy data subject, but it does not have to be AI. Moreover, it is a link as emotional as statistical. For events, it is essential to integrate personal recognition elements such as photos submitted by the user. Adapting communications to be effective is one thing, but it's just as important to connect emotionally with your users so that everyone stays involved.

The strategy of increasing personalization has been the norm for marketers for several years, but it is just beginning. As AI and machine learning become more powerful, you can tap into their potential to create an immersive experience that will last long after the end of your events and follow-up communication.

Alex Nuttall

Alex Nuttall

Associate Partner and Digital Strategist at Kindle Communications

Alex Nuttall is a partner and digital strategist at Kindle Communications. Kindle creates strategic and innovative events, communication campaigns, digital solutions and development programs.