Content Design Strategies for Creating Engaging Event Experiences Based on Digital Consumer Behavior

Abstract

In the contemporary context, consumer behavior has undergone significant transformation, particularly in the field of event management, where attendees increasingly expect personalized experiences and meaningful engagement rather than passive, one-way communication. This study aims to explore strategic approaches to content creation for event management that align with the expectations of modern consumers. The research is grounded in three core conceptual frameworks: (1) Customer Persona, which facilitates an in-depth understanding of the target audience by incorporating demographic and psychographic data; (2) Event Consumer Journey, which maps consumer experiences across various touchpoints before, during, and after the event; and (3) Event Engagement Funnel, structured upon the AIDA Model, which guides the design of appropriate content for each stage of consumer engagement. Findings from the analysis and literature review reveal that tailoring content to the motivations and expectations of the target audience at each stage of the Event Consumer Journey is instrumental in fostering sustained brand engagement. The strategic deployment of communication channels and digital tools—such as TikTok, Instagram, YouTube, and email—significantly enhances the effectiveness of communication and systematically drives engagement. To illustrate practical application, the author presents case studies from renowned global events, including the Apple Event, Tomorrowland Festival, and TEDxBangkok, demonstrating effective implementation of the proposed frameworks. The recommendations derived from this study suggest that content design based on consumer insights can transform event attendees from passive observers into active co-creators of value. Furthermore, this approach contributes to strengthening long-term relationships between brands and consumers, thereby promoting sustainable event management practices.