The world of digital technology is having a significant impact on the way we behave socially. As marketers, we understand that we have to make the relationship between brand and consumers as slick and easy as possible. Our job is to build up the brand awareness via social media and online content; further increasing exposure to a global level.

There are multiple reasons for building up your brand awareness by using social media; some noted below:

  • Increase in customer loyalty
  • Increase in word of mouth marketing
  • Ensuring that your brand is competitive amongst similar businesses
  • Increase in sales due to positive marketing strategies – generates ROI

According to a report by Hubspot, 92% of marketers in 2014 claimed that social media marketing was imperative to the growth of their business, with 80% claiming that traffic to their website had seen an increase. This data is also backed up by Social Media Examiner who found that 97% of the marketers they surveyed are currently participating in social media, but 85% aren’t sure what social media tools to use.

These statistics highlight a growing need to focus on digital strategies, but many think these may be a concern. With social media comes the decrease in face-to-face relationships and a reliance on a faceless online exchange in dialogue between business and customer.

Not all is lost in the world of traditional advertising though!

Traditional forms of advertising can provide a perfect bridge between the online and offline. In particular, hosting events can perfectly blend together your marketing strategies. For example, if you are a marketer you may want to consider your client taking part in career workshops, business exhibitions, blogger socials and sponsoring charity events.

Major brands are increasingly using events in order to build on their digital marketing strategies. There are multiple examples in the fashion industry of brands collaborating with celebrities and then incorporating social media to publicise a live in-store event or demonstration.

Bloggers are now seen as a serious source of engagement between fashion and the customers. Blogger socials are becoming an increasing trend within the industry, in order to generate an element of brand awareness – whilst offering giveaways and competitions. This is all in hope of your brand making headlines!

If you are looking to organise a similar event time is of the essence. You should carefully manage your online content on the day, as well as in the build-up and after the event. Take photos and videos of the attendees, as well as creating articles for your site. Invite press if you can – they can provide useful online coverage to a large audience. Also, share real-time Twitter updates which include any valuable quotes or images.

From the relationships you have built at the event you can chase up any potential sales leads. By having that personal touch you can create positive brand awareness and it is important to continually generate new opportunities to connect with your customers or audience, rather than the easier option of relying on your website and social media.

Whilst for some businesses it may be hard to measure the success of your event in ROI, there are data driven means of measuring online engagement and sales leads. Rather than a database of relationships, you should create a feeling of community. You should avoid using the tactic of “sell, sell, sell” and ensure that they feel valued.

The above findings highlight that the brand, as well as the attendees of the event, are likely to generate positive brand awareness in some form. However, as the marketer you must make the most of the opportunity by creating ways to extend and strengthen relationships and participation.

What efforts have you found most successful in generating an online buzz around your events? Please comment and let us know!


By Matthew Langham, Content & Online PR Executive at Search Laboratory.

GDPR Summit Series is a global series of GDPR events which will help marketers to prepare to meet the requirements of the GDPR ahead of May 2018 and beyond. Further information and conference details are available at

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