Marketing Glossary - Events - Event Engagement

Event Engagement

What is Event Engagement?

Event Engagement refers to the level of interaction, participation, and emotional investment attendees have with an event. It encompasses all aspects of the attendee experience, from pre-event communication and on-site activities to post-event follow-up, aiming to create a meaningful and memorable connection between the event and its participants.

Where is Event Engagement Used in?

Event Engagement strategies are used across all types of events, including conferences, exhibitions, seminars, and online webinars. Organizers employ various techniques to enhance engagement, such as interactive sessions, networking opportunities, social media interactions, and personalized content, to ensure attendees are actively involved and invested in the event.

Why is Event Engagement Important?

  • Increases Attendee Satisfaction: Engaged attendees are more likely to have a positive event experience, leading to higher satisfaction rates.
  • Drives Event Success: High levels of engagement can contribute to the overall success of an event, including achieving attendance, branding, and financial goals.
  • Encourages Repeat Attendance: Satisfied and engaged attendees are more likely to return for future events and recommend them to others.
  • Enhances Learning and Networking: Engagement activities can improve learning outcomes and facilitate networking among attendees.

How Does Event Engagement Work and Where is it Used?

Event Engagement works by integrating engagement-focused elements throughout the event planning and execution process. It is used in the design of the event agenda, selection of platforms and technologies, development of content, and creation of networking opportunities, all tailored to engage attendees and enhance their overall experience.

Key Takeaways:

  • Involves interaction and participation of attendees.
  • Used across all event types to ensure a meaningful connection.
  • Essential for attendee satisfaction and event success.

Real World Example:

An industry conference introduces an app that allows attendees to customize their schedules, participate in live polls during sessions, and connect with speakers and other attendees through a built-in networking feature. This technology-driven approach significantly increases attendee engagement and satisfaction.

Use Cases:

  • Implementing live Q&A sessions and polls to foster interaction during presentations.
  • Creating breakout sessions or workshops that encourage small group discussions and hands-on activities.
  • Using social media and event hashtags to engage attendees before, during, and after the event, extending the conversation and building a community.


How can organizers measure Event Engagement?

Event Engagement can be measured through various metrics such as session attendance, app usage statistics, social media activity, feedback surveys, and net promoter scores (NPS).

What role does technology play in enhancing Event Engagement?

Technology plays a crucial role by providing tools for interaction, personalization, and content delivery, such as event apps, social media platforms, and virtual event solutions.

Can Event Engagement strategies be applied to both in-person and virtual events?

Yes, Event Engagement strategies can be adapted to both in-person and virtual events, with specific tactics tailored to the format to ensure high levels of attendee interaction and participation.