As marketing teams adjust to new social distancing rules, the demand for devising innovative digital engagement tactics in place of face-to-face meetings is at an all-time high. Event Marketer looks at how AI technology company GumGum has created new ways to engage customers and prospects through a variety of tactics, from webinars to virtual happy hours to leveraging interactive content.
The make a virtual event more interesting to attendees, GumGum used an interactive content platform that allowed users to choose their own adventure during the experience. It also added a cause-marketing component by donating funds collected from the sign-ups to the organization Feeding America. (Likewise, computer software provider Cockroach Labs is going the cause-marketing route as a way to entice customers to engage with content.)
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GumGum is also filling new gaps in the calendar created by postponements. Now unable to connect with customers and prospects this summer in person during the Cannes International Festival of Creativity, it’s providing a digital format during the dates when the festival would have occurred. GumGum is also staying in touch with partners through virtual happy hours and informal games.
Additional insights to consider when building digital experiences include ensuring brand messaging is consistent across new initiatives, re-purposing and repackaging your content, and examining the data and analytics behind previous activations that could potentially inform your post-COVID-19 marketing strategy. For a deeper dive into digital engagement, read more in Event Marketer.