The Interplay of Events and Digital  

Jason Young

Chief Executive Officer

Northstar Travel Group

This MediaGrowth Perspectives newsletter highlights some of the comments that Jason made during a MediaGrowth Excellorator interview about the opportunities that present themselves when event and digital strategies are combined. 

• “The interplay of great digital content meshed with great event experiences (each built on a foundation of really understanding the audience) is quite possibly the most powerful business proposition the media industry has discovered so far.” says Jason.
• The digital ecosystem has been building over the last 25 years to enable B2B media companies to market content, audience networks and networking opportunities to super-targeted cohorts and even individuals.

Northstar’s media footprint is essential in driving new attendees to its events.  Stay connected and in dialogue with audiences 24 hours a day, 365 days a year.  It’s essential to better understand their interests, where they are engaging, and when they are giving signals of intent.

• Drive digital participants to events and event participants to digital content.
• Northstar built a web property around one of its large events to create a 24/7 dialogue on what that event is all about. The audience members connecting with that site are now potential attendees for the event.  
• Invest in measurement products that can more clearly and powerfully bring to life the return on investment for customers.

• Event teams should lean into all of the tools in event management platforms that allow sharing and direct connectivity into social platforms.
• The possibility of using the data signaling from your media footprint and then layering on AI tools to be able to market in a much more scalable, personalized, systematic way is very exciting.
• Digital events, while different from those during the pandemic, can also be a valuable and important part of the mix.

Jason maintains that when digital and events are working together in symbiotic ways, digital drives quality audiences to events and events drive engagement and activation in the digital world. Combined, information and experiences enable B2B media companies to offer a pathway to RFPs for customers and learning opportunities that keep audiences engaged and coming back.

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