DIGITAL MARKETING FOR WCIT 2019

DIGITAL MARKETING

The goal of Digital Marketing was to spread awareness about WCIT 2019 across the world and generate website traffic and sales leads.

To reach the target audience, particularly industry leaders, founders, investors, international media, and other ICT stakeholders, our team created and implemented an inbound marketing strategy, which included direct and online marketing channels. The strategy was comprised of three main phases: raising awareness, lead generation and conversion.

To provide high-performing ad campaigns across digital channels we ran these three marketing phases through PPC and display advertising, content marketing, social media, blogging, and email marketing. These marketing stages were interlinked with the phases of awareness and consideration remaining actual and flowing along the way.

DISPLAY & PPC ADVERTISING

To drive traffic to WCIT 2019 website, as well as to deliver sales and discount messages to the target audience, display and pay-per-click ad campaigns were delivered throughout the project. Here are the main ad channels and platforms that were used:

Overall, the event-related content, including sales and discount messages, as well as speaker and agenda related ads were displayed more than 8,000,000 times.

The ad campaigns attracted millions of tech professionals, influencers, CEOs and founders, as well as people from around the globe interested in the ICT industry. Here are the top results of ad campaigns driving website traffic:

Top 10 countries with the most visits to the WCIT 2019 website:

CONTENT MARKETING

To build trust and support the inbound strategy, content marketing strategy was generated, including the tone of voice of the Congress, visual content templates, as well as different event-related verbal content materials such as blog articles, emails, news, etc.. We carried out special photo and video shootings to manifest the overall Congress mood and create more interest in the event.

Along with the main digital marketing strategy our team created and implemented a special content marketing strategy for the sponsors of the Congress for the pre- and post-promotional periods, working with all sponsors separately and creating related content for social media platforms, and the website blog. 

SOCIAL MEDIA MARKETING

The content marketing strategy was successfully implemented on social media platforms, including Facebook, Instagram, Twitter, LinkedIn, and Reddit. For each platform, unique content was generated, considering the specific features and attributes of the channels. Below is the total number of page followers for each SM platform that was gained organically throughout three to four months.

EMAIL MARKETING

Email marketing was one of the core channels in the digital marketing strategy. Our team developed a comprehensive package of transactional and direct emails and newsletters, including event details, special offers, and purchase-related information, to extend the Congress audience, build trust and event awareness, as well as convert the sales leads.

Overall 50 promotional emails and newsletters were sent during the four-month pre-event period to around 7,000 subscribers. 

BLOG MARKETING

To hit the target audience, we created a special blog section on the WCIT 2019 website, providing tech-related content, drawing people's attention to the Congress topics, engaging the target audience, and boosting website traffic. 

Overall, more than 20 articles were created during the four-month pre-promotional period, highlighting the most trending topics of the tech event, as well as guiding the audience through the essential tips of attending WCIT 2019, and promoting Armenia - the host country of the Congress.

ONLINE SALES

The main objective was to build and execute winning Online Sales and Digital Marketing campaigns and ensure around 2,000 delegates participation to the WCIT 2019 global ICT event.
To meet the objective, we outlined the sales strategy, developing the given CRM and monitoring a special discount strategy for all the participation types. Besides, to effectively manage online sales, we developed sales applicable pitch call samples, as well as follow-up email templates. 

P2P SALES THROUGH AN ELABORATED DATABASE

Peer-to-peer sales strategy was one of the essential parts of the online sales management, focused on developing relationships to uncover the customers’ needs and help facilitate their buying decision, presenting them the most useful solution with win-win results. 

As a result, we elaborated a comprehensive database, contacted and transacted directly with around 800 CEOs, founders, and executives of Armenian and international organizations specialized in the ICT and related industries, presenting the event details, suggesting the best options of participation and assisting in making the final buying decision. 

SALES SUPPORT

Also, we developed sales support systems focused on cultivating long and fruitful customer relations, enhancing the productivity and efficiency of the salesforce. Thus, we managed the phone calls, emails, and website bot messages from customers, generating and processing sales leads, dealing with any customer complaints, resolving the issues as necessary, and following up with customers to make sure that they are satisfied with their solution. 

REPUTATION MANAGEMENT

During the entire process of digital marketing and online sales management, our team also proactively monitored online public content, including SM posts, comments, messages, and reviews, detecting public criticism, contacting and responding whenever required, and offering assistance to prominent reviewers.

The event promotion and sales results were a huge success, engaging the tech communities in Armenia and across the globe. More than 3,000,000 people from Armenia and the whole world at least once heard about WCIT 2019 through digital sources, social media channels, and other platforms. And more than 6,000 people attended the Congress.