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Saturday / April 29.

The Latest Event Industry Insights

Smartphone report shows potential for ticket targeting

A new report has shown the extent to which event organizers can capitalize on the boom in mobile technology to target businesspeople and other audiences for ticketing.

The research from UM and IPG Mediabrands, entitled Wave 7, surveyed people in 65 countries including the US, UK and China. It found that 73.4 per cent of respondents now own a smartphone, up significantly from the 44.8 per cent recorded last year.

 

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Smartphone Ownership: Wave 7 – Cracking the Social Code – The Story of Why (Source: IPG Mediabrands)

In addition, the devices are being used for a wider range of activities as people become aware of apps and websites that could benefit them on the go.

For example, more than 91 per cent of people have watched online videos, a rise on the 87.9 per cent seen last year, while a 34 per cent growth was noted in the number of respondents managing their social media profile on the web.

So, what implication does this have for those looking to sell tickets to other companies and business people? 3 things that you might want to consider to target the ‘always on’ audience accessing content wherever, whenever:

Optimise your email for mobile

Ensure that your email is responsive, so that it can be readily read on smartphones.

Prominent Call-To-Action that links straight to registration

If your email content is strong enough, often, that may lead to interest to register. Having a Call-to-Action button that leads straight to the registration page is needed to convert interest to registration.

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Easily customise your CTA button on GEVME using the Email widget

Optimise your registration page for mobile

If your email is mobile-ready but your event ticketing page is not, then your drop-off rate could potentially be high. So ensure that your event ticketing page is responsive as well.

Making it socially sharable

Ensure that your social sharing buttons are easily available on your event landing page, as that could help expend the viral effect for your event. According to Sharethis, consumers were twice as likely to click and share content through mobile devices, as compared to desktops.

E-Ticket for On-site access

With the proliferation of smart devices, e-tickets are getting more prevalent than printed tickets. With companies also going green, it would be useful and important to support the cause by having e-tickets for your event as well.

So with smartphone growth showing no signs of slowing down, It’s time to ensure that your next event is mobile-ready.

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