In a strategic move to bolster its digital marketing capabilities, US events management company Freeman has acquired Tag Digital, a leading digital marketing agency based in Glasgow. The acquisition is set to significantly expand Freeman’s offerings, particularly in the global events sector, strengthening their reach in key regions like EMEA, APAC, and North America.
In this article, I’ll break down the key aspects of this acquisition, what it means for Freeman and Tag Digital, and how this move is poised to shape the future of digital marketing for events. I’ll also explore the impact of this acquisition on event organisers, associations, and other key players in the events industry.
A Strategic Acquisition to Strengthen Digital Marketing for Events
The acquisition of Tag Digital by Freeman is not just about expanding Freeman’s footprint; it’s about leveraging Tag’s expertise in digital marketing to serve global event organisers in a more impactful way.
Tag has carved a niche for itself by offering innovative digital marketing solutions that help event organisers reach the right audiences, optimise their campaigns, and increase ROI. This includes using data-driven techniques to reduce cost per registration, improve paid advertising strategies, and build powerful customer engagement.
This acquisition will allow Freeman to combine Tag’s digital prowess with mdg, another Freeman company, enhancing their combined ability to serve event organisers in new markets.
What Does This Acquisition Mean for the Global Events Industry?
The global events sector is undergoing a significant shift, with more focus being placed on digital marketing strategies. As technology continues to advance, event organisers are seeking more innovative solutions to engage their audiences effectively. This acquisition positions Freeman to be at the forefront of this shift.
Let’s break down the core advantages of Freeman’s acquisition of Tag Digital:
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Expansion into New Markets (EMEA & APAC)
Freeman’s acquisition will help them expand their reach into key global markets such as EMEA (Europe, Middle East, and Africa) and APAC (Asia-Pacific). Tag Digital has built a strong reputation in these regions, and by joining forces with Freeman, they can leverage their combined expertise to grow event strategies in these dynamic markets. -
Enhanced Digital Capabilities with AI-Driven Tools
Digital marketing is more crucial than ever, especially as millennials and Gen Z increasingly drive event attendance. Freeman plans to enhance mdg’s capabilities with AI-driven tools, allowing them to create more effective, personalised marketing campaigns that appeal to younger, tech-savvy generations. -
Improved ROI for Event Organisers
The combination of Tag and mdg’s expertise will help event organisers improve their digital marketing ROI. By streamlining processes, using data analytics, and implementing cutting-edge technology, Freeman aims to deliver better results and lower costs for their clients. -
A Full-Spectrum Event Marketing Solution
Freeman and Tag’s collaboration brings a full spectrum of event marketing solutions to the table. This includes everything from event promotion to attendee engagement, lead generation, and post-event analytics. Event organisers will now have access to a more integrated and comprehensive approach to marketing.
The Role of Tag Digital in Freeman’s Growth Strategy
Tag Digital’s inclusion in Freeman’s family of companies is a significant step toward their long-term growth strategy. CEO Laura Davidson of Tag Digital expressed her excitement about joining Freeman’s team, noting the strong alignment in values and the collaborative spirit between the two companies.
Davidson said, “Over the past several months, we’ve worked closely with mdg and have been consistently impressed by our shared values, collaborative spirit, and commitment to delivering exceptional results for clients. We’re excited to embark on this next chapter together.”
With this acquisition, Freeman will be better positioned to meet the demands of modern event organisers, who need more than just a platform to host their events. They need a holistic marketing approach that encompasses everything from content marketing, social media engagement, and paid advertising to data-driven insights and real-time analytics.
How Freeman Plans to Enhance Digital Marketing with Tag’s Expertise
Freeman’s CEO, Janet Dell, pointed out that digital marketing is more crucial than ever. With millennials and Gen Z shaping the workforce, Freeman sees an increasing need for advanced digital strategies that appeal to these generations.
“By combining best-in-class digital marketing capabilities and leveraging AI-driven tools, mdg is positioned as the go-to agency for strategies that engage today’s attendees while setting events up for sustained growth,” Dell said.
As more event organisers rely on digital tools to drive attendance and engagement, Freeman’s acquisition of Tag Digital positions them to offer even more sophisticated solutions. This could include:
- Advanced data analytics to predict attendee behaviour and preferences.
- Automated marketing tools to improve efficiency and reduce manual work.
- Personalised content tailored to the needs and interests of each attendee.
The Future of Digital Marketing in Events: What’s Next?
Looking ahead, Freeman’s acquisition of Tag Digital signals an important shift in how event organisers approach marketing. With the events industry becoming increasingly reliant on digital marketing, the ability to deliver personalised, data-driven strategies will be a key competitive advantage.
Freeman’s expansion into new markets, coupled with their enhanced digital capabilities, positions them as a leader in the global events marketing space. Event organisers can expect more innovative solutions, better engagement, and improved ROI as they work with Freeman and its affiliated companies.
Conclusion: Freeman’s Strategic Move Sets the Stage for Future Growth
In summary, Freeman’s acquisition of Tag Digital is a significant step forward for the company’s digital marketing strategy. This move enables Freeman to offer a more comprehensive suite of services to event organisers, expanding its presence in EMEA, APAC, and North America.
With a stronger focus on data-driven marketing, AI technologies, and personalised strategies, Freeman is positioning itself to lead the charge in the future of event marketing.
As digital marketing continues to evolve, Freeman’s ability to integrate cutting-edge technologies with proven strategies will ensure its place as a key player in the global events industry.
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Photo credit: Daily Business
