How to leverage digital ticketing as an effective marketing channel

Transform your event marketing with digital ticketing: Personalisation, data insights, direct engagement, real-time updates and upsell opportunities await...
Aug 23, 2023

Within the live events space, rights holders and event organisers are constantly seeking ways to connect with their target audience. One avenue that's been gaining traction is leveraging digital ticketing as an effective marketing tool. Whether you're hosting a concert, a sports event or a conference, the utilisation of digital tickets can revolutionise your marketing strategy. In this article, we'll explore the remarkable benefits of digital ticketing, focusing on its capacity for personalisation and targeted marketing, data-driven audience expansion, direct communication potential, real-tie updates, and upsell opportunities.

Personalisation and targeted marketing: Creating unique attendee experiences

One size does not fit all when it comes to marketing. Digital ticketing empowers event organisers to curate personalised experiences for attendees with its treasure trove of valuable ticket holder data. Tailoring ticketing experiences to individual preferences fosters a deeper connection between the event and the attendee. By understanding each ticket holder's interest, demographics, and past attendance or engagement, you can customise communications, offers and recommendations. The level of personalisation enhances attendee satisfaction, engagement and loyalty.

Accurate data for growing addressable audiences: From attendee to advocate

Traditional ticketing systems often lack the insights required to understand your audience. Digital ticketing, on the other hand, generates accurate, real-time data. This information provides a panoramic view of attendee behaviour and demographics. And this wealth of data serves as a bedrock for growing your addressable audience. As you gain a more comprehensive understanding of your customers, you can refine your targeting, capture new segments, and ultimately convert attendees into advocates who spread the word about your events.

Direct access: Your brand in the palm of their hand

The mobile phone has become an extension of ourselves, and digital ticketing capitalises on this phenomenon. Every ticket holder now carries your event ticket in the palm of their hand, creating an unparalleled opportunity for direct engagement. Through push notifications and other digital touch points, you can keep attendees engaged before, during and after the event. This direct access reinforces your brand, cultivates excitement, and builds a lasting relationship.

Real-time event updates: Seamless communication

The world of events is fluid, with changes often occurring in real-time. Digital ticketing equips you with a dynamic channel for immediate communication. Whether it's a change in schedule, venue or important updates, you can swiftly update the tickets and notify your attendees. This not only ensures a seamless experience but also demonstrates your commitment to attendee satisfaction.

Upsell and cross-sell opportunities: Elevating revenue streams

Digital ticketing's benefits go beyond the event itself. By analysing attendee data, you can identify opportunities for in-app upselling and cross-selling. Tailored offers based on attendees' preferences or past behaviours can drive additional revenue streams. Whether it's premium experiences, merchandise, or future event tickets, digital ticketing provides an effective platform to increase your sales.

In conclusion, the advent of digital ticketing has redefined event marketing. The ability to personalise, gather accurate data, directly engage attendees, provide real-time updates and seize upsell opportunities positions digital tickets as an invaluable marketing tool. This tool not only enhances event experiences but also creates a ripple effect that influences brand loyalty and advocacy. As you integrate these strategies into your marketing toolkit, your events will not only draw larger audiences but also foster deeper connections with attendees that last long after the event concludes.