Events are powerful. They connect people, open doors, and give businesses a platform to be seen. But too often, digital marketing is an afterthought, and the impact rarely lasts beyond the day itself.
That is more than a missed opportunity. When digital is integrated into the event process, not as an afterthought but as part of the strategy, it can extend the value of an event long after the doors close.
We know this because this is how we work. We have used this approach across the world, and time and again, we see how effective it is.
To begin, think differently about your audience. Think digitally. Yes, this is business. Yes, they are in the area and you want a conversation. But they are also walking around with connected devices in their pockets and in their hands, using them throughout the day and not just for business. This presents massive opportunities that too few are planning for.
Before the event, digital channels help you identify and warm up the right audience. With targeted campaigns across platforms like LinkedIn, Instagram and Facebook (yes, Facebook), you can build awareness, prompt early action, and guide people towards your stand before the event even begins.
During the event, geo-targeted ads and on-site content help drive traffic to your stand, reinforce key messages, and reach those already in the room but not yet in conversation with you. Every time they check their phones or laptops, that is another opportunity to remind them where to find you and why they should.
After the event, all the digital signals and audience insights you have gathered allow you to continue the conversation, no matter where your audience travels. Through automation, remarketing, CRM triggers, and email sequences, your campaign continues to do its job, moving attention to your business and leads into your pipeline while interest is still high.
Used together, these three phases build momentum. Each one feeds the next. And every pound you spend works harder by increasing the number and quality of touchpoints around your event and your brand.
We have already seen how this approach delivers from Aberdeen to Houston. Brand recognition rises. Web traffic grows. Marketing-qualified leads move through your CRM pipelines.
With this year’s events calendar well underway and Offshore Europe 2025 just around the corner, ask yourself: are you truly event ready in today’s connected world?