Intern Diary: The Future of Event Marketing – Artificial Solutions

Intern Diary: week 17 Event Marketing

Happy Monday! And welcome back to my Intern Diary experience, which has taken a bit of a break last week, due to the holiday that happened in Spain and because been taken some time to enjoy my trip to Costa Rica!

This is the last Intern Diary that I write from my childhood bedroom, which is pretty sad, because as this is posted I will be flying back to Barcelona. I will be seeing my family soon again, though so that keeps me looking forward to July, because they are going to be visiting the city for my graduation!

Using Voice to Enhance Conversational Customer Experiences

This week, I attended Artificial Solutions’ webinar moderated by Kane Simms, which features a conversation between Tim Holve of Vonage and Sean McIlrath of Artificial Solutions, where they talked about the future of voice in improving the customer experience.

the future of voice

WATCH THIS WEBINAR ON DEMAND

Webinars have always been a big part of our strategy every since I had joined the company, so in order to understand how they work better I reached out to Yoleidy Carvajal, Head of Partner and Event Marketing, in our team.

Event Marketing in 2022

Even before the pandemic, there seemed to be the tendency towards webinars over physical events, especially in a niche space such as Conversational AI. Big, physical AI events would often be way too large of a space for Conversational AI to thrive in, given that it is a small part of the whole universe of uses that are given to Artificial Intelligence and small industry-focused events would often times be repetitive and not offer enough prospective customers walking through the event halls.

The pandemic only served as a catalyst to accelerate the move towards digital events, and this opened up the possibilities of how events could be like.

“We are able to escape from geographic limitations”

Webinars are also available on-demand, there is now no need for the person watching to shift their schedule to what time best fits the host, it is now available whenever the person can watch it, which opens the potential audience way more.

This content is now available forever online, this means the content must be of high quality, and it must have a certain level of re-usability.

From a webinar we can create a blog post, and if there is a particular interest in that topic, we can flesh it out further into a whitepaper. This creates a bit of pressure when it comes to choosing and preparing a webinar, the speaker must be prepared and knowledgeable, and above all, they must enjoy doing it, to transmit confidence and information properly to the people watching.

There are three main kinds of webinar events, the first (and classic) format is where a person gives a presentation, which is a structured format and has barely any audience interaction.

Then there’s the roundtable, which features more than one guest, where they follow a certain conversation path (guided by a moderator), but usually let the topics flow naturally as guests express their opinions and answer various audience questions.

The last, a fireside chat, is the least structured of the three, and has the speaker only prepare a topic, with the conversation being guided almost-exclusively by audience questions.

Webinars aren’t the only online format that’s thriving, there’s also YouTube videos or podcasts are also ways to convey bring quality content to our audience, and since people learn and enjoy different formats of content, this is able to cater to different tastes.

Yoleidy is expecting physical events to truly make a comeback next year, after we saw that this year MWC was able to be held with a large audience, and people were excited to see each other in person again. There’s still a fear of whether people will still show up, if the entire event will be worth it, but hopefully we are able to fully regain those events in the following months.

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