Four Principles for Assessing Online Event Marketing
Check four principles regarding your event's online marketing.
The first is to check whether costs are compensated. Analyze the applied methods in all marketing activities and calculate the return on capital. If you have paid 1000 dollars for advertising on Facebook, the visitors who got to know your event through Facebook must have brought you a profit of more than 1000 dollars.
The next is tracking the visitors' relations: track through which online tool they got informed of your event.
The third is the quality of results. In assessment, you should avoid focusing only on figures and statistics. A few years ago, we spent some money on advertising one of our Facebook events and it yielded some good results. The following year, we focused on Facebook and increased the budget. However, after assessment, we realized that the number of visitors we had absorbed through Facebook was half of the year before. At first we assumed our advertisement had not been successful and we had invested in the wrong move. When we investigated more carefully, we realized that while being half of the year before, the number of visitors during the second year increased our profitability and productivity. Therefore, instead of focusing on figures and statistics, you always need to consider the quality of results.
Finally, maintain persistence in your evaluations. Follow a certain pattern and repeat it in your next events.
Test the marketing plans and campaigns. Don't think of testing as an extra cost. If your plan lacks productivity or suffers a flaw, you will realize it in the test run and avoid the subsequent costs. The test gives you room to adjust and update your plan before you finally launch it on a large scale. Then revise your methods and make the necessary changes based on your analyses.