What’s next is What’s Next about Events and the Internet

YEAR 1998. While attending a local conference about Integrated Marketing Communication in a 5-star hotel in Manila, people were talking about the above-the-line advertising. They meant TV, radio, and print to promote a product or brand. Event was a “by the way” and a below-the-line approach. It was not a marketing priority. It was an option unless clients asked for it. I also asked about the role of the Internet in the future marketing and advertising. I said I believe that the Internet will be the next big thing. The future of advertising will be on the Internet. The future of marketing will be dynamic and interactive. The response I got? “Negative. People will always read newspapers, watch TV and listen to the radio.” The other one said, “it is a long shot.”

REWIND. Livewire Productions took off in 1994. It formally penetrated corporate clients in 1995. The best year was in 1996 when it continually led and fed creative-driven events to multiple clients. The dynamism was successful. What people used to call it as “special events”, Livewire turned it into a strategic event marketing and management platform. The event industry was later recognized. Tougher competition began. Legacy was born.

YEAR 2000. I said, “let’s just email the event’s post mortem report to the client”. Somebody said, “No, I prefer to print and put it in a nice folder. Clients want to read it that way and keep it in their shelves.” I said, “Well, the least is we can burn it on CD and send to the client.” The response? Both the CD and the hard copy were delivered.

In 2006 I joined Facebook. I don’t remember anybody commented to my earliest posts. Later on I told my colleague that Facebook is quickly becoming more active. The response I got? “I don’t know anyone in my circle who are active in Facebook.” Does it mean that more people from the showbiz and event industries are early adopters and more responsive to social networks than the I.T. people? Probably yes.

On February 18, 2007, I published my blog about “A New Way of Launching a Product”. I mentioned that the digital brand campaign is the next wave. Highlighted is the new way of launching a product is by building digital partnership with clients.

On March 25, 2007. I joined Twitter.

In 2008, I had a chance to present the promises of the Internet and social networks or social media like Facebook, Twitter and YouTube to marketing executives of a pharmaceutical company. I told them to integrate the documentation of their events and activation and post them as contents over the Internet and social network. In that way they can introduce their brands or products at less cost. The response we got? “People are not yet ready for social media and we have a bad Internet service in the country.” 

FAST FORWARD. Saying what I see. Instagram makes the digital influencers as the new brand stars and superstars. Snapchat is changing the way the news, articles and events are delivered. Ordering of food online becomes popular and practical. Uber becomes the largest car rental company without owning cars. What does it say it will be? Mobile Marketing is happening.

PLAY-PAUSE-PLAY. It is not only the above-the-line or mainstream that is changing. The event activation also are. Experiential marketing is not limited to concept and mechanics. The technology plays in-between. More clients will demand for the data soon. Good or bad, how and when will you adopt? The interesting part is how you will integrate these platforms to complete your event execution.