Simplistic – maybe?
Whether you are an event company or a publisher, it is these two elements that define you. You need content specifically aimed at an audience which has been clearly outlined both in terms of demographic profile and in their ability to attract a pool of organisations willing to pay to talk to them in the environment you are providing.
Well-kept and nurtured data is absolutely essential, even in these days of disintermediation when everyone believes they can talk to their clients direct through social networking and marketing channels. But it seems that we have lost sight of the importance of keeping data clean, updated and useful. So often now we see clients who consider their database to be something that can be pounded with email messages or inappropriate advertising, taking barely a moment’s notice of the attrition of individuals.
Harping on about the current economic situation no longer seems to be generating a reaction from many in the B2B sectors, it seems they are too busy holding onto whatever business they may have left to take any notice. But the fact is that events companies who are able to produce great content and understand the power of their data will be able to use the new virtual business solutions to add a series of events to their portfolio; and similarly event companies will be able to use them to create year-round content based on the great efforts they make for a few days a year.
Together these two groups could forge secure new businesses for themselves – embracing content delivery without being reliant on another to supply it for them. Pity the guys they leave out in the cold.