Monetizing Digital Events is More Complex than Selling Banner Ads

Michelle Bruno Photo

The following is a guest post by Michelle Bruno of Bruno Group Signature Events. I’m an avid reader of Michelle’s Fork in the Road blog, which always manages to spur thoughts and ideas about the meetings and events industry. Follow Michelle on Twitter: @michellebruno.


Monetizing a.k.a. earning revenue (and hopefully a profit) from a digital event begins long before the event. Monetization is a goal — albeit a critical one — that requires a strategy. It isnot simply a utilization of inventory, such as banner ads, marquee messages and digital briefcases. As with any business model, monetization involves the assessment and fulfillment of the buyers’ needs.

5 Attributes of a Rock Star Webcasting Engineer

5 attributes of a rock star webcasting engineer

Read more about our Webcasting solution, XPOCAST.


In our online environment called INXPOLIVE, we’ve been averaging two live webcasts per month. We call those webcasts “Thought Leaders LIVE” and feature experts on digital events, hybrid events, online marketing and more.

As one of the marketers responsible for these webcasts, I’ve been spending lots of quality time with speakers and webcasting engineers. I’ve worked with numerous webcasting engineers over the years and while I’m biased, I have to say that INXPO’s webcasters are among the best.

Let’s consider the attributes of a rock star Webcasting Engineer.

Why Digital Event Platforms Need to Support Mobile Experiences

why digital event platforms need to support mobile experiences
Pictured: The INXPO App on the iPhone.


The world has gone mobile. Has your digital event platform followed? I sure hope so. In my own household, we have two laptop computers (for work) and four mobile devices. Not surprisingly, we find ourselves using our mobile devices more than we do our laptops. And that’s in the home! Once we leave the house, of course, it’s all mobile, all the time (except when driving).

As you consider technology vendors for your digital and hybrid events, be sure to assess their readiness and support for mobile experiences. Your attendees will expect it (no, demand it), which means that if you don’t provide mobile, you’ll be left behind. Let’s consider what makes mobile so critical.

Integrating Digital Events Into Your Content Marketing Program

integrating digital events into your content marketing program

The following is a guest post from Scott Lum of Microsoft. Scott is our featured Thought Leader in our upcoming Thought Leaders LIVE Webcast, “Using Digital Events as a Hub for a Content Marketing Program.”


Virtual and Hybrid events can be much more than a digital extension of your in-person event program. The field of content marketing has been evolving quickly for both large and small businesses. Companies have always used content of various types in their marketing efforts but new digital, social and mobile channels have made organizing and communicating the content much easier. Instead of treating content marketing efforts as siloed experiences, marketers need to integrate their efforts to tell a story that resonates with their customers.

Achieve Virtual Event Success by Looking at The NFL

Last week, the NFL announced its 2012 schedule. This week, they hold their Annual Draft. Do you see a pattern? There’s something happening all year round. Look to the NFL (and what they do) to bring success to your virtual events.


News flash: The National Football League (NFL) is an event planning organization. And they happen to be among the best in the universe. The NFL runs a year-long series of events, from mini-events, to large scale events to mega events (e.g. The Super Bowl).

Recently, the release of the NFL’s 2012 schedule coincided with 3-hour, prime time specials on both ESPN and NFL Network. Wow. Unlike any other major sport, the NFL is top of mind (in their fans’ minds) 365 days a year, 24×7.