We’ve mentioned this before, but our world has changed drastically, with us being more connected than ever before. Tablets and iPhones possess more power than our desktop computers did 10 years ago, so it should be no surprise that Digital has become the most vital component of the event marketing mix. A major part of the reason why digital marketing is so significant is that this is the first time we’ve been able to target audiences based on their interests. Unlike print, television, and radio, digital gives us the ability to drill deep down and speak directly to our audience(s). In social media sites like Twitter and Facebook, we have the ability to connect with our audiences immediately - through posts and real-time conversations. Digital media is so robust that we can discover where our target audience hangs out and when they click on an ad (and when that ad converts into a ticket sale). Then, thanks to this data, we can actually measure the ROI of our campaigns.